EFFECT OF LIFESTYLE, EGOISTIC VALUES AND BIOSPHERE VALUES ON WILLINGNESS TO PAY (WTP) ORGANIC RICEYuhanin Zamrodah, Djoko Koestiono, Budi Setiawan and Syafrial
This study aims to analyze the relationship of lifestyle to the value of sustainability and willingness to pay (WTP) organic rice. This study uses the Generalized Structured Component Analysis (GeSCA) method, replacing the factor with a linear combination of indicators (Variable manifest) in structural equarion Modeling analysis. Research findings based on sustainability values obtained egoistic value significantly influence the biosphere value, biosphere value significantly influence willingness to Pay (WTP) and lifestyle significantly influence altruistic value, egoistic value and Willingness to Pay (WTP) organic rice.This study is original because it focuses on certain regional areas in East Java Province, Indonesia. It concentrates on the issue of the influence of lifestyle and general sustainable value on the willingness to pay organic rice by consumers, so that it can provide marketers with information on how much the level of willingness to pay more for organic rice. Therefore, this provides specific information that is important for people in journal.