Unveiling Multidimensional Consumer Preferences for Organic Food: A Multivariate Approach Study in Malang City, Indonesia

This study aims to uncover the dominant dimensions of consumer preferences for organic food using a multivariate approach. Data were collected through a structured survey capturing consumer characteristics, product preferences, price perceptions, quality considerations, and purchasing-related attributes. Principal Component Analysis (PCA) was employed to reduce correlated variables and identify the underlying dimensions that characterize preferences for organic food. The results of Principal Component Analysis identified five preliminary components, which explained 71.18% of the total variance. The components were interpreted as Price and Purchase Accessibility (21.38%), Education, Packaging, and Purchase Timing (17.80%), Demographic and Consumer Profile (12.32%), Household and Purchase Consideration (11.04%), and Purchase Location and Timing (8.64%). The findings contribute to organic consumer behaviour literature by shifting the analytical focus from isolated preference attributes toward a multidimensional preference structure. Practically, the iden-tified dimensions provide an empirical basis for producers, marketers, and policymakers to develop more targeted product positioning, consumer segmentation, and marketing strategies for organic food. The study also provides a foundation for further research on consumer heterogeneity and market opportunities in emerging organic food markets.