Vegetable Consumer Behavior in the Hydroponic Village of Surabaya City, Indonesia
Development of an area is said to be successful if it can provide technical, social, and economic benefits, and can improve the welfare of the surrounding community. This is an indicator of the success of development itself. Hydroponic is a method of cultivation that uses media other than soil. Besides being able to provide economic benefits, hydroponic also provide health benefit since it is planted in clean conditions without using chemical pesticides. The purpose of this study was to analyze the effect of the social environment and individual factors on the vegetables consumer behavior from hydroponic cultivation in Surabaya City, Indonesia. The results showed that social environment factor has a significant positive effect on consumer behavior. Individual factor also has a significant positive effect on consumer behavior.