摘要：Abstrak Penelitian ini bertujuan untuk menganalisis nilai, sikap, dan perilaku dalam pengurangan konsumsi beras di wilayah perdesaan dan perkotaan. Penelitian ini dilakukan di Desa Cikarawang dan Kelurahan Sempur, Bogor. Jumlah contoh adalah 109 ibu rumah tangga yang dipilih secara proportional random sampling . Data penelitian ini dikumpulkan melalui teknik pelaporan diri dan dianalisis secara deskriptif dan statistik inferensia (uji beda, uji hubungan, dan uji regresi). Hasil penelitian menunjukkan bahwa terdapat perbedaan yang signifikan antara nilai, sikap (aspek kognitif, aspek afektif, dan aspek konatif), dan perilaku pengurangan konsumsi beras pada konsumen yang hidup di perdesaan dan perkotaan. Uji hubungan juga menunjukkan bahwa nilai, sikap, dan perilaku pengurangan konsumsi beras berhubungan signifikan. Nilai dan juga sikap konsumen dalam mengonsumsi beras berpengaruh signifikan pada perilaku pengurangan konsumsi beras. Kata kunci : aspek kognitif, aspek afektif, aspek konatif, nilai, perilaku pengurangan konsumsi beras The Influence of Values and Attitudes toward Housewife Behavior on Rice Consumption Reduction in village and Urban Area Abstract This study aimed to analyze the values, attitudes, and behavior on rice consumption reduction in rural and urban areas. The research was conducted in the Cikarawang Village and Sempur Village, Bogor. The total samples were 109 housewives who were proportional randomly selected. Data was collected through self-report techniques and analyzed by descriptive and inferential statistics (different test, correlation test, and regression test). The results showed that there were significant differences between values, attitudes (cognitive aspects, affective aspects, and conative aspects), and behavior of rice consumption reduction on consumers who live in rural and urban areas. The correlation test also showed that the values, attitudes, and behaviors of rice consumption reduction were correlated significant . Values and also the attitude of consumers influenced significantly on the behavior of rice consumption reduction. Keywords: affective aspect, cognitive aspect, conative aspect, cutback behavior of rice consumption, values
