Integration of Urban Agriculture into Urban Housing Policy: An Analysis of Consumer Behavior, Market Readiness, and Regulatory Transformation Towards a Sustainable Food System in Makassar
DOI:
https://doi.org/10.61722/jssr.v4i3.10617Keywords:
Keywords: Urban Farming; Smart Cit; Consumer Behavior; Housing Policy; Makassar.Abstract
Makassar is rapidly evolving as the primary growth center in Eastern Indonesia, facing challenges in agricultural land conversion that threaten food security. This study aims to analyze consumer behavior, market readiness, and regulatory transformation regarding the integration of urban farming (UF) into smart city housing policies. Utilizing a quantitative method with 202 respondents in Makassar, the data were analyzed through Structural Equation Modeling (SEM-PLS). The findings indicate that knowledge does not directly influence purchase intention; instead, it is channeled through the full mediation of consumer perception. Notably, 73.8% of respondents expressed continued high interest in UF-integrated housing despite potential premium pricing. The research recommends the institutionalization of urban farming into private Green Open Space (RTH) standards following Perda RTRW 2024-2043 to realize the sustainable "Sombere and Smart City" vision.
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