The condition of the international market which has become a free market raises various challenges in increasing the value of exports for tea producers, especially Indonesian tea producers. In the international market competition, Indonesian tea producers not only face an increasing number of production and export volumes in the international market, but also must be able to consider aspects of consumer orientation. Thus, this will increase the superiority of Indonesian tea in the international market, both competitive advantage and comparative advantage. By using data on the export value of tea commodities 2001-2017 from 6 major tea exporting countries, this paper aims to identify the comparative and competitive advantages of Indonesian tea in the international market. It was analysed by using RCA and ECI. The Indonesian tea trade still has a chance to be increased because of the competitiveness of Indonesian tea especially green tea with the code HS 090210 and HS 090220 has a comparative and competitive advantage.

The behaviour of Indonesian coffee consumers towards organic coffee is an important thing to study. Therefore, organic coffee producers should know about the characteristics of potential customers they can promote organic coffee products to. This study aimed to explore the theory of planned behaviour (TPB) as a factor influencing organic coffee consumer’s intention in Indonesia. The study was conducted in 2020. The selection of respondents was carried out using a non-probability sampling method, namely accidental sampling. There were 850 respondents selected, but after clearing the data, it was found that 766 respondents were in accordance with the research objectives. Data generated from interviews with consumers would be analysed using the Structural Equation Model (SEM). The results of the study were able to prove the positive effect of the TPB variables on organic coffee consumer’s intention.

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Organic farming is growing. Consumers’ knowledge of environmental friendly products and consumer awareness of health have caused the market for agricultural products to start growing in Indonesia. Initially, agricultural products were in food crops and horticulture. However, the market growth has resulted in several agricultural products in the plantation sector, such as coffee, which have started the organic coffee certification process. This study aimed to analyse the factors influencing the awareness level of Indonesian consumers towards organic coffee. Respondents in this study assessed 766 samples. Respondents were s elected using accidental sampling technique. Furthermore, the respondent’s data were processed using structural equation model. The results showed that health factors, environmental factors and supporting factors for local farmers had a significant effect on the awareness of Indonesian consumers towards organic coffee. Although some of these factors influenced the awareness of consumers towards organic coffee, the awareness level of coffee consumers towards organic coffee was still relatively low, only 17.89% of respondents were able to show the right organic certification logo.

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