WOMEN'S PERCEPTION IN THE CULTURE OF CHOOSING ORGANIC FOOD

Organic food is an important presence at this time. The amount of influence of chemicals on food causes many negative effects on the human body. It is interesting to examine the perceptions of women (housewives) in choosing organic Food, because in the hands of women more engaged in food every day. Research location in Sumbersari sub-district. The research method uses qualitative methods, with in-depth interviews as data collection techniques and the sampling technique uses purposive sampling. The theory used uses the Theory of S-O-R (Stimulus Response Organism). The results showed that the perception of women in the Dasa Wisma group in Sumbersari Jember Subdistrict had not yet understood optimally about organic food, so intense information was needed for them. Keywords: Perception, culture, Organic food