Identification of Consumers’ Motives in Buying Organic Luwak Coffee in terms of Agri-Touirism

[摘要] . Cikole luwak (civet) coffee began to be produced in 1990 and is now well-known in about 45 countries. Unfortunately, it is suspected that the civet coffee sold in bulk and retail is just ordinary or plain coffee. The motivation to buy for consumers, the level of consumer interest in civet coffee agrotourism, marketing strategies for loyal consumers to consume civet coffee are the objectives of this study. Questionnaire interviews involving 186 respondents (by means of systematic random sampling) were used as data collection methods in this study. Furthermore, the recorded data were analyzed by Confirmatory Factor Analysis. The results show that the primary factors of Luwak coffee, such as freshness, taste, and aroma, can identify consumer appearance as the dominant factor. The dominant usability factors were habits, leisure; and health; while the dominant promotional factors were website availability, agrotourism, and discounts. The Luwak coffee marketing strategy must be holistic and synergize between government, companies, communities, academics and media.

[学科分类] 生物科学（综合）

[关键词] Consumer’s motive;luwak coffee;external and internal factors;agrotourism;and confirmatory factor analysis