摘要：Recently consumer back to nature in consuming food. The increasing demand of organic vegetable in supermarket is one indicator that consumers realized for healthy food. This fenomena occur in many region in Indonesia, especially in big city such as Jakarta, Bandung, Surabaya, Palembang, Medan dan Ujung pandang. Organic vegetable are very potential to cultivated, but only few farmer produced organic vegetable, because of the lack information of comsumer preferences. Hopefully, when the farmer get the right information for the consumer needs, the farmer produce the hight profitable vegetable. The purpose of this study to know the description of the characteristics of respondents, who consume organic and anorganic vegetable, how consumer preferences of organic and anorganic vegetable, which are the most dominant attribute of these vegetable. The research was conducted in Bandung West Java Indonesia because supermarket in Bandung growth increased more than other cities in West Java and other provinces in Indonesia ,excluding Jakarta (World Bank,2007). Determination of the respondents conducted in this study is to use simple random sampling to 100 people. Data was analysis by Fishbein Model. This research contributes to the goverment policy, consumers of organic product, producers, and investors.
关键词：Consumer behavior;Fishbein analysis;Organic and anorganic vegetable
