Research on World Agricultural Economy

Integrating Consumer Preference into Sustainable Development Planning for Fresh Shrimp Products in Indonesia

Vela Rostwentivaivi

Department of Resources and Environmental Economics, Faculty of Economics and Management, IPB University, Bogor 16151, Indonesia

Rita Nurmalina

Department of Agribusiness, Faculty of Economics and Management, IPB University, Bogor 16151, Indonesia

Harmini

Department of Agribusiness, Faculty of Economics and Management, IPB University, Bogor 16151, Indonesia

Netti Tinaprilla

Department of Agribusiness, Faculty of Economics and Management, IPB University, Bogor 16151, Indonesia

DOI: https://doi.org/10.36956/rwae.v7i2.2773

Received: 23 September 2025 | Revised: 21 November 2025 | Accepted: 25 November 2025 | Published Online: 22 May 2026

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Abstract

Shrimp is one of Indonesia’s leading fishery commodities, holding strategic economic importance and playing a crucial role in supporting national food security. However, evolving consumer demand characterized by increasing emphasis on affordability, quality, and sustainability necessitates the integration of consumer preferences into development planning. This study aims to analyze consumer preferences for fresh shrimp products in Indonesia and to provide insights for sustainable development planning within the shrimp sector. A conjoint analysis was conducted to examine seven major attributes: price, quality, size, packaging, aroma, processing type, and practicality, using data from 100 purposively selected respondents across Java Island. The results reveal that price (21.99%), quality (17.86%), and practicality (17.07%) are the most influential attributes in purchasing decisions, while packaging, size, and processing type have moderate importance. Aroma shows the lowest influence. Consumers exhibit a strong preference for affordable, high-quality shrimp, particularly in headless or whole form and packaged in boxes. These findings highlight the need for consumer-oriented development strategies through the integration of competitive pricing schemes, quality assurance systems, and sustainable product design. The study contributes to the literature by linking consumer behavior with sustainable development planning, thereby providing a policy-relevant foundation for strengthening the competitiveness and resilience of Indonesia’s shrimp industry.

Keywords: Conjoint Analysis; Consumer Preference; Fresh Shrimp; Sustainable Development Planning

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