Ranking Consumers' Buying Decision Reasons on Organic Products: A Descriptive Study

The purpose of this study is to identify the consumers' main reasons on buying and not buying organic food, as well as indentifying consumers characteristics based on the buying decision of organic food. The data are collected from the questionnaire distrubuted to 150 correspondents who were in the public spaces of Surabaya using convenience sampling as the data collection method. The results were processed using data transformation rank cases and descriptive statistics analysis; crosstab. The main reason to buy organic food is the quality which is better compared to the non-organic food. On the other hand, the main reason of not buying organic food is mainly because of the price which is relatively higher than non-organic food.