What is it about?
Citrus fruits are very popular in Indonesia, but local farmers face tough competition from imported citrus coming from China, the United States, and Australia. This study looked at what makes consumers choose between local and imported citrus. We surveyed more than 300 people in 64 locations across Indonesia. The results show that people care most about safety and price. Older consumers, in particular, are more careful about food safety, while many see imported citrus as cleaner and more attractive, even if it costs more. However, when local citrus is available at the right time, people still prefer it because it is fresher and cheaper. These findings show that improving the quality, safety, and marketing of local citrus could help farmers compete better and strengthen rural economies.
Featured Image
Photo by engin akyurt on Unsplash
Why is it important?
This study matters because it shows how consumer choices directly affect the future of citrus farmers in Indonesia. By understanding what people value—especially safety, price, and freshness—farmers and policymakers can make better decisions to improve local citrus quality and strengthen rural incomes. With rising competition from imported fruits, this research gives clear guidance on how to keep local citrus attractive in the market and ensure that farming remains a strong source of livelihood.
Perspectives
For me, this study is more than just numbers and models—it is about the lives of farmers I have met in rural Indonesia. I have seen how hard they work, yet how easily their income is affected by changing consumer preferences. Through this research, I learned that improving fruit quality and safety can give local farmers a fair chance to compete with imports. My hope is that this work inspires stronger support for local agriculture and helps consumers appreciate the value of choosing local citrus.
Zainuri Hanif
National Research and Innovation Agency (BRIN)
Read the Original
This page is a summary of: Citrus development in rural Indonesia: Consumer trends and their impact on citrus farmer, IOP Conference Series Earth and Environmental Science, June 2025, Institute of Physics Publishing,
DOI: 10.1088/1755-1315/1518/1/012012.
You can read the full text:
Contributors
The following have contributed to this page
