Content Analysis of Organic Food Claims on Websites and Instagram Stores
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Published
31 August 2021
Keywords:
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claim, content analysis, instagram, organic food, website
Abstract
Organic food products are produced without pesticides or genetic engineering. This study analyses the variable product characteristics, website characteristics, Instagram account characteristics, and claims characteristics. This study aimed to analyze the content of claims for organic food on websites and Instagram stores based on the Consumer Protection Law No. 8 of 1999. This study used an exploratory design with content analysis methods. The sample was selected using purposive sampling, namely 100 online shops that sell organic food with details of 50 websites and 50 Instagram accounts. The data collected was categorized and processed using Microsoft Excel, Statistical Package for Social Science (SPSS) 23.0 and Nvivo 12 Plus. The analysis results show that 56% of website and Instagram stores use subjective claims and 40% using objective claims. As much as 47% of online stores, both websites and Instagram, are categorized as not misleading, and 53% are categorized as misleading or deceptive claims such as ambiguous. 22% of online shops violate Article 8 Paragraph 1, and 20% of online stores violate Article 9 of the Consumer Protection Law.
References
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Vega, M., Torres, F. J., Murgado, E. M., & Parras, M. (2014). Organic as a heuristic cue: What Spanish consumers mean by organic foods. Psychology & Marketing, 31(5), 349–359. Doi: https://doi.org/10.1002/mar.20699
Waskito, D., Ananto, M., & Reza, A. (2014). Consumer perception of organic food in Yogyakarta. Pelita - J. Researchers. Mhs. UNY, 9(1), 36–48
Wibowo, H., & Husnain. (2015). In book: Organic Farming Systems Support Sustainable Land Productivity (pp.153-169). Edition: 1, Chapter: 08. Publisher: IAARD Press
Wijaya, T. (2017). The value of human natural orientation and organic knowledge as determinants of buying behavior for organic food. J. Business Strategy, 21(2), 161–180. Doi:10.20885/jsb.vol21.iss2.art5
Windani, I., Kikik, D., & Awaliyah, S. (2020). Consumer preferences for organic food in Indonesia. Proceedings of the 3rd Integrated Livestock Agriculture National Seminar ISBN : 978-602-60782-2-3 [622]
Wulandari, S. D., & Husna, J. (2016). Analysis of the quality of the Instagram account information online shop @dresscodemg Semarang. Journal of Library Science, 5(3).
Burton, S., Lichtenstein, D., Netemeyer, R., & Garretson, J. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26(4), 293-306. Doi:10.1177/0092070398264003
Cagalj, M., Haas, R., & Morawetz, U. B. (2016). Effects of quality claims on willingness to pay for organic food: Evidence from experimental auctions in Croatia. Br. Food J, 118(9), 2218–2233. Doi:10.1108/BFJ-11-2015-0453.
Carlson, L., Grove, S. J., & Kangun, N. (1993). A content analysis of environmental advertising claims: A matrix method approach les carlson. J. Advert, 22(3), 27–39. Doi: 10.1080/00913367.1993.10673409.
Eriyanto. (2011). Content analysis: Introduction to Methodology for Research in Communication Studies and other social sciences. Jakarta(ID): Prenadamedia
Fauzi, M. I., & Yuliawati, Y. (2020). Consumer behavior in buying organic vegetables PO Merbabu organic vegetables (case study Yogyakarta). Journal of Agricultural and Agribusiness Economics, 4(4), 752-762. Doi: https://doi.org/10.21776/ub.jepa.2020.004.04.05
Fitria, E. M. (2015). The impact of the online shop on Instagram in changing the consumptive lifestyle of shopaholic women in Samarinda. Journal of Communication Science, 1(3), 117-128
Hao, N., Wang, H. H., & Zhou, Q. (2020). The impact of online grocery shopping on stockpile behaviour in Covid-19. China Agricultural Economic Review, 12(3), 459-470. Doi: 10.1108/CAER-04-2020-0064.
Ichsan, M., Jumhur, H. M., Hum, M., & Dharmoputra, I. S. (2018). The influence of consumer online ratings and reviews on consumer buying interest in the Tokopedia marketplace in the DKI Jakarta area. e-Proceddings of Management, 5(2),1828–1835. ISSN: 2355-9357.
Institute, O., Alifa, Y., & Kombas. (2019). Indonesia Organic Agriculture Statistics 2019. Volume ke-53.
Kahl, J., Van Der Burgt, G. J., Kusche, D., Bügel, S., Busscher, N., Hallmann, E., Kretzschmar, U., Ploeger, A., Rembialkowska, E., & Huber, M. (2010). Organic food claims in Europe. Food Technol, 64(3), 38-46.
Kertamukti, R., Ilmu, D., Uin, K., Kalijaga, S. (2015). Instagram and image formation (a qualitative study of visual communication in the formation of the personal character of the @basukibtp Instagram account). Journal of Prophetic Communication, 8(01), 57–66. E-ISSN: 2549-0168.
Krippendorff, K. (2018). Content analysis: An introduction to its methodology. Sage publications.
Kurniawan, G. (2020). Consumer behavior in buying organic rice products through e-commerce. Surabaya(ID): Mitra Abisatya.
Lahteenmaki, L. (2013). Claiming health in food products. Food Quality and Preferences, 27(2), 196-201. Doi:10.1016/j.foodqual.2012.03.006
Laila, K. (2017). Legal Protection Against Consumers for Advertising Violating Advertising Procedures. J. Cakrawala Huk, 8(1), 64-74. Doi: https://doi.org/10.26905/idjch.v8i1.1732
Martono, N. (2011). Quantitative Research Methods: Content Analysis and Secondary Data Analysis. Jakarta(ID): RajaGrafindo Persada
Mayrowani, H. (2012). Organic Agriculture Development in Indonesia. Agro-Economic Research Forum, 30(2), 91–108.
Minsiter of Agriculture Republic Indonesia. (2013). Minister of Agriculture Regulation concerning Organic Agriculture System Number 64/Permentan/Ot.140/5/2013.
National Agency of Drug and Food Control. (2017). Food and Drug Supervisory Agency of the Republic of Indonesia Number 1 of 2017 concerning Control of Organic Processed Food.
Novita, N. (2017). The role of organic certification for small-scale farmers with local market reach (empirical study on organic small-scale farmers in Bogor, West Java). Journal of Business & Applied Management, 8(2), 1-20. E-ISSN: 2621-2752.
Pilar, L., Stanislavská, L. K., Kvasnicka, R. (2021). Healthy food on the twitter social network: vegan, homemade, and organic food. International Journal of Environmental Research and Public Health, 18(7), 3815. Doi: 10.3390/ijerph18073815
Pudjiarti E., Nurlaela, D., Sulistyani, W. (2019). Website-based rice sales information system. Indones. J. Softw. Eng, 5(1), 62–74. Doi: 10.31294/ijse.v5i1.5865.
Qi, X., Yu, H., & Ploeger, A. (2020). Exploring influential factors including COVID-19 on green food purchase intentions and the intention–behaviour gap: A qualitative study among consumers in a Chinese context. Int. J. Environ. Res. Public Health, 17(19), 1–22. Doi: 10.3390/ijerph17197106.
Steinhauser, J., Janssen, M., Hamm, U. (2019). Consumers’ purchase decisions for products with nutrition and health claims: what role do product category and gaze duration on claims play?. Appetite, 141, 104337. Doi: 10.1016/j.appet.2019.104337.
Sumarwan, U. (2011). Consumer Behavior: Theory and Its Application in Marketing. Bogor(ID): Ghalia Indonesia
Sumarwan, U., Noviandi, A., & Kirbrandoko, K. (2013). An analysis of purchasing decisions, perceptions and consumer attitudes toward organic rice in Jabodetabek. J. FOOD, 22(2), 87–104. Doi: 10.33964/JP.V22I2.81.
Vega, M., Torres, F. J., Murgado, E. M., & Parras, M. (2014). Organic as a heuristic cue: What Spanish consumers mean by organic foods. Psychology & Marketing, 31(5), 349–359. Doi: https://doi.org/10.1002/mar.20699
Waskito, D., Ananto, M., & Reza, A. (2014). Consumer perception of organic food in Yogyakarta. Pelita - J. Researchers. Mhs. UNY, 9(1), 36–48
Wibowo, H., & Husnain. (2015). In book: Organic Farming Systems Support Sustainable Land Productivity (pp.153-169). Edition: 1, Chapter: 08. Publisher: IAARD Press
Wijaya, T. (2017). The value of human natural orientation and organic knowledge as determinants of buying behavior for organic food. J. Business Strategy, 21(2), 161–180. Doi:10.20885/jsb.vol21.iss2.art5
Windani, I., Kikik, D., & Awaliyah, S. (2020). Consumer preferences for organic food in Indonesia. Proceedings of the 3rd Integrated Livestock Agriculture National Seminar ISBN : 978-602-60782-2-3 [622]
Wulandari, S. D., & Husna, J. (2016). Analysis of the quality of the Instagram account information online shop @dresscodemg Semarang. Journal of Library Science, 5(3).
Authors
Saraswati M. A., & Sumarwan U. (2021). Content Analysis of Organic Food Claims on Websites and Instagram Stores. Journal of Consumer Sciences, 6(2), 151-166. https://doi.org/10.29244/jcs.6.2.150-164
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