A model of traditional functional food consumption behaviour
ISSN: 0007-070X
Article publication date: 30 June 2020
Issue publication date: 24 December 2020
Abstract
Purpose
This study aims to analyse the influence of descriptive norm, perceived behavioural control, perceived threat of non-communicable disease (NCD), healthy food extension education frequency, the frequency of healthy food community group meetings, healthy food-related newspapers/magazines usage frequency, healthy food-related websites usage frequency and healthy food-related social media usage frequency towards traditional functional food consumption behaviour, especially tempeh, in Indonesia.
Design/methodology/approach
This study collected data from 99 respondents who consumed traditional functional food. The data were analysed using multiple regression.
Findings
Traditional functional food consumption behaviour is significantly influenced by descriptive norm, perceived behavioural control and the frequency of healthy food community group meetings. The traditional functional food consumption behaviour is not affected by the perceived threat of NCD, healthy food extension education frequency, healthy food-related newspapers/magazines usage frequency, healthy food-related websites usage frequency and healthy food-related social media usage frequency.
Research limitations/implications
This research investigated only one functional food type and employed a purposive sampling technique. Future research should be conducted in other contexts to examine the stability of the research findings.
Practical implications
To improve traditional functional food consumption, it is essential to ensure that people can easily consume traditional functional food. It is also essential to develop an extension education strategy that involves the community's influential person/leader and healthy food community group meetings.
Originality/value
This paper is the first that investigates traditional functional foods consumption behaviour.
Keywords
Acknowledgements
We would like to thank to the management of Indonesian Institute of Sciences and all members of quality management research group that have supported this research. All authors are the main contributors of this paper.
Citation
Sumaedi, S. and Sumardjo (2021), "A model of traditional functional food consumption behaviour", British Food Journal, Vol. 123 No. 1, pp. 13-30. https://doi.org/10.1108/BFJ-01-2020-0019
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited