What is it about?
Many people enjoy citrus fruits like oranges and tangerines because they are refreshing and healthy. But with so many other fruits now available, we asked: do people still find citrus attractive? We surveyed 234 people in Indonesia to see how often they buy citrus and what they value most. We found that age, income, and how much families spend on fruit influence how often citrus is purchased. Older people and families with higher incomes tend to buy citrus more often. When choosing citrus, most consumers care most about flavor, cleanliness, and appearance. These results suggest that promoting the health benefits of citrus and keeping high standards of hygiene and taste could help increase consumption.
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Photo by Alexander Schimmeck on Unsplash
Why is it important?
Citrus fruits are one of the most important fruit crops in Indonesia, yet their popularity is declining as people turn to other fruits. This study is important because it shows what truly influences consumers when buying citrus—such as age, income, taste, and cleanliness. By knowing these factors, farmers, marketers, and policymakers can better promote citrus, improve product quality, and design campaigns to reach younger and lower-income consumers. This makes the work timely for supporting both public health and the sustainability of citrus farming.
Perspectives
From my perspective, this study highlights how consumer behavior is changing in Indonesia and why citrus farmers and marketers must adapt quickly. I believe that focusing on taste, cleanliness, and product presentation is not only important for boosting sales but also for maintaining the cultural and economic value of citrus fruits. Personally, I see this research as a step toward bridging the gap between consumer preferences and agricultural practices, ensuring that citrus remains a relevant and sustainable fruit for future generations.
Zainuri Hanif
National Research and Innovation Agency (BRIN)
Read the Original
This page is a summary of: Does Citrus Fruit Still Interest Consumers? A Study of Influencing Factors and Important Attributes, IOP Conference Series Earth and Environmental Science, June 2025, Institute of Physics Publishing,
DOI: 10.1088/1755-1315/1518/1/012017.
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