Renewable Energy Intentions in Indonesian Agriproduct Purchasing: Exploring Product Quality, Customer Orientation, Perceived Environmental Knowledge, and Farmers’ Knowledge with a Moderation Effect

The smallholder farmers come across various constraints in cultivation of agriproducts and face number of challenges in marketing the agrifoods in Indonesia that assists in sustaining the market position. This research effort entails the product quality, customer orientation, farmers’ knowledge and perceived environment knowledge with moderation role of intention to use renewable energy to explain the purchase decisions of agriproducts locally-produced in Indonesia. The study was quantitative in nature and sample of 308 respondents of customers of agriproducts in different regions of Indonesia was collected that depicted interesting results. The results show that hypothesis H1, H2, H4 and H5 reported statistically significant, but hypothesis H3 was rejected. The moderation effect of intention to use renewable energy reported between product quality, customer orientation, perceived environment knowledge and purchase decision, and no moderation effect was reported between farmers’ knowledge and purchase decisions. The study suggested to devise the effective marketing initiatives for agriproducts specifically to ensure the quality, customers’ feedback, and needs to focus on enhancing the knowledge of farmers towards adoption of innovative initiatives for implementation of renewable energy.