<strong>English</strong><br />Technology application during the Green Revolution had been successfully worked to overcome the national food production deficit. However, due to the policy to maintain low food prices, the increase of production failed to improve the actual farmer’s income. The strategy to differentiate agricultural products with premium prices is set through a logo or brand seal on the products, means that the products are explicitly embedded with environment friendly images, safe and sustainable. The suggested logo is “Green Food” indicated that the products come from “green Agriculture”. The Green Agriculture is a modern agricultural practice using a balanced and controlled agrochemical according to certain protocol to guarantee an environment friendly production process and safety consume of the products. Green Agriculture and the Green Food easier to apply compared to that of Good Agriculture Practices. If Indonesia to adopt Green Agriculture and Green Food, a new regulation called “Indonesian Green Agriculture and Green Food Protocol” need to be formulated. For operational reason, the need to adopt Green Agriculture and Green Food should come from the incumbent and influenced government officials. Green Agriculture and Green Food is a branding strategy to increase the bargaining position and the competitive level of Indonesian agricultural products at both domestic and international markets. China has applied Green Agriculture and Green Food since 1990 and in 2008, 6 million of China’s farmers have adopted the practices along with 816 post-harvest processors with annual Green Food total volume amounted to 42 million ton and US$ 2.32 billion of export value. In Indonesia, Green Food has a high opportunity to get market segment due to the increase awareness on environment quality in addition to higher prices the farmers could enjoy compared to the price of conventional products. Through Green Agriculture and Green Food, the maintenance of environment quality and safety of food consumption will be a collective responsibility of the farmers, processors, traders, and consumers. Green Agriculture and Green Food is the “eco-farming with modern techniques and modern management by modern farmers for modern societies and modern world”.<br /><br /><br /><strong>Indonesian</strong><br />Penerapan teknologi Green Revolution telah berhasil mengatasi kekurangan produksi pangan nasional, namun karena kebijakan pemerintah untuk menjaga harga pangan murah, maka kenaikan produksi tidak meningkatkan pendapatan petani secara nyata. Strategi diferensiasi produk pertanian untuk memperoleh harga premium adalah dengan memberi logo atau brand pada produk, yang secara eksplisit mencitrakan sebagai produk yang ramah lingkungan, aman konsumsi dan berkelanjutan. Logo yang disarankan adalah Green Food yang produknya berasal dari Green Agriculture. Green Agriculture merupakan praktek pertanian modern dengan penggunaan sarana agrokimia secara terkendali oleh ketentuan protokol, sehingga menjamin proses produksi ramah lingkungan dan produk panennya aman konsumsi. Ketentuan Green Agriculture dan Green Food lebih mudah dioperasionalkan dibandingkan dengan ketentuan Good Agriculture Practices. Apabila Indonesia akan mengadopsi Green Agriculture dan Green Food, perlu disusun ketentuan yang dapat disebut Indonesian Green Agriculture and Green Food Protocol. Keinginan untuk mengadopsi Green Agriculture dan Green Food harus datang dari pejabat berwenang sehingga operasionalisasinya dapat dilaksanakan. Green Agriculture dan Green Food merupakan strategi branding untuk meningkatkan posisi tawar dan daya saing produk pertanian Indonesia di dalam negeri dan di pasar internasional. China telah menerapkan Green Agriculture dan Green Food sejak tahun 1990 dan pada tahun 2008 diikuti oleh 6 juta petani dan 816 perusahaan pengolah hasil panen, dengan total produk Green Food setahun mencapai 42 juta ton dan nilai ekspor sebesar 2,32 milyar dolar. Di Indonesia, Green Food berpeluang mendapatkan segmen pasar cukup besar oleh meningkatnya kesadaran masyarakat terhadap mutu lingkungan dan petani memperoleh harga yang lebih baik dibandingkan produk pangan konvensional. Melalui Green Agriculture dan Green Food, maka pemeliharaan mutu lingkungan dan keamanan konsumsi pangan menjadi tanggung jawab bersama, oleh petani, pengolah produk, pedagang dan konsumen. Green Agriculture dan Green Food merupakan “eco-farming with modern techniques and modern management by modern farmers for modern societies and modern world”.
Consumer Knowledge and Attitude to Spending on Environment-Friendly Agricultural Products
