FACTORS AFFECTING YOUNG-ADULT CONSUMERS’ ATTITUDE ON HEALTHY FOOD CONSUMPTION AND DIETARY CATERING PURCHASE INTENTION

• Main Author: Rizkita Januardi, Felia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64675
• Institution: Institut Teknologi Bandung

Health factors on food preference has become an important aspects on consumer motivation and impact company to develop their strategy in food industry. This trend perceived as new business opportunities in Indonesia which is dietary catering business where businesses that provide food for customers who need healthy and nutritious food for health at a remote site. However, customer attitude on food choice are not uniform across individual and affected by various reason. Therefore, the result of this study will give an insight to the dietary catering services and other healthy food related business on how to understand their consumer needs through their internal values and recommendation on how to create marketing strategies by escalate those values to the target market. This research adapted Vaue Attitude Behaviour (VAB) model by Homer and Kahle that explain about value in people perceptions will affected their attitudes and affect their behavior towards something afterwards in a sequence. Thus, this research considers several individual values towards consumer’s attitude on healthy food and eventually affects dietary catering purchase intention. Moreover, this study used primary data that has been collected through in depth interview to embodies the conceptual framework and online questionnaire survey where the questions are adapted from the related previous study. Population will be used for this research is 20-30 years old users across Jakarta and Bandung with the minimum sample needed is 150 people. As much as 250 people has responded to the questionnaire and the data analysis technique is processed using Structural Equation Modelling in SmartPLS software. Result shows that there is two significants values which are health beliefs and disease prevention toward consumer attitude on healthy food and also it shows significant influencing factor to dietary catering purchase intention and there is no significant effect from weight concern values toward consumer attitude on healthy food and neither on dietary catering purchase intention. Moreover, the result also shows that attitude on healthy food only partly mediating the dietary catering purchase intention because the result shows that value can affected behavior directly without going through mediating variables of consumer attitude on healthy food. Furthermore, this could be a new insight for about what content that the business should emphasize in promotional messages to attract consumers