CONSUMER BEHAVIOR CHANGES ON HEALTHY FOOD CONSUMPTION AMONG YOUNG ADULTS

• Main Author: Syifa Atikah, Rana
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64547
• Institution: Institut Teknologi Bandung

As consumer awareness of health increases, health becomes one of the factors that influence a person to choose the food to consume. The activities in choosing food include in consumer behavior that can also change over time. In the health context, behavior changes intend to change unhealthy behavior to become healthier. Some factors influence people who change their behavior. This research aims to identify the behavior change of young adults in consuming healthy food. The factors that will be analyzed are based on the Fogg Behavioral Model, which are motivation, ability, and prompt, which makes a person change his/her behaviors into consuming healthy food. Moreover, this research aims to understand whether there are changes or differences in healthy habits and food choice that occur in young adults before and after consuming healthy foods. This research's primary data is collected by an online questionnaire for the pre- and post-study measurement and qualitative longitudinal diary study technique for assessing the behavior change. The participants criteria for this research are male and female domiciled around Jakarta, young adults aged 18-24 years old, and have never regularly consumed healthy food for more than 21 days. Recruited participants will be provided healthy food for about 21 days as the study experiment treatment. As much as 12 recruited participants voluntarily joined the longitudinal diary study conducted by using electronic or digital-based diaries. To compare the changes before and after the study, the data processed using paired sample t-test in SPSS software. The analysis of FBM shows that motivation, ability, and prompt existed in this study to pursue behavior change to consume healthy food among young adults, and thus the participants success in changing behavior to consume healthy food in 21 days. In the study period, participants carried out healthy habits such as physical activity and conducting a healthy eating pattern. Feelings towards consuming healthy food also appear from each participant. The changes measured with paired t-test indicate a significantly different from before and after consuming healthy food in the ability (mental effort), food choices (health, weight control, and natural content), healthy behavior (physical activity and nutrition), self-efficacy, and feelings. While the variables that did not differ significantly from the pre-and post-studies were motivation (autonomous and controlled motivations) and food choice (sensory appeal and mood). Furthermore, this research could be a new insight to understand the components that should be approached by the business in their promotion and marketing program to attract consumers.