DOI: 10.36347/sjebm.2017.v04i10.006

Pages: 706-708

The total of organic farming area in Asia is 2.9 million hectares, or equal to 9% of the land area in the organic farming world. However, it still can’t meet the demand of organic products in Asia that continues to increase. Consumer awareness towards organic foods has increased because of the high level of health issues in recent years. The demand of organic products in Asian developed countries is higher compared to the demand in the developed countries. One of the countries in Asia with high demand of organic products is Japan. In 2007, Japan had around 6,626 hectares of organic farmland, while the total of Indonesia’s organic farmland is 66 184 hectares, but it is inversely proportional to the high demand for organic products in both countries [1]. Based on these facts, this study aims to identify the characteristics of organic vegetables consumers. The research is conducted in Japan and Indonesia, both is the countries that produce organic vegetables in Asia yet have different consumer characteristics, which also affects the demands for organic vegetables. Characteristics of organic vegetable consumers are seen based on age, occupation, and marital status.