Consumer Perception And Purchase Decision Amid Rice Adulteration Issue: A Case Study In Bandung, Indonesia
Abstract
This study explores the psychological mechanisms shaping consumer perceptions of rice adulteration and their subsequent impact on purchasing decisions for premium rice at Rice Store X in Bandung, Indonesia. Motivated by widespread media coverage concerning the blending of premium rice with inferior varieties, this research examines how perceived risk, trust, and prior experience interact to influence consumer behavior under conditions of information uncertainty. Using a qualitative descriptive design, 24 in-depth interviews were conducted with regular consumers of premium rice. The findings reveal that while awareness of adulteration heightens perceived risk, behavioral responses remain moderated by enduring trust and positive consumption experiences. Consumer trust functions as a cognitive and emotional anchor that reduces the effect of negative information, thereby sustaining loyalty. This study contributes to the literature on consumer trust resilience and offers insights into managing reputation risk in the food retail sector.
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Copyright (c) 2025 Catherine Arqueta Glenda, Regi Sanjaya
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