WHAT ARE THE B2C MARKET OPPORTUNITIES FOR PLANTBASED FOOD IN INDONESIA? A COMPREHENSIVE ANALYSIS OF CONSUMER BEHAVIOUR AND PREFERENCES

• Main Author: Effendi, Canissa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77336
• Institution: Institut Teknologi Bandung

A healthy lifestyle is becoming increasingly important to people these days. Plant-based foods are currently one of the most well-liked healthy diet options. In place of meat, plant-based foods use ingredients that come from plants or vegetables. However, only the vegan and vegetarian communities in Indonesia, particularly in the larger cities, are familiar with plant-based cuisine. The general population still has very little knowledge of this meat alternative. By helping to better understand market potential and constraints, this research promotes the consumption of plant-based foods, which may benefit consumer health and the environment. This research is focusing on the consumer behaviour and preferences which will help the author to analyze the B2C business opportunities for plant-based food in Indonesia. The study is based on a survey of 100 Indonesian respondents with no limitation of age and genders using a quantitative approach. With a growing trend towards healthier and more sustainable eating habits, the results show that Indonesia has a considerable potential for plant-based food. Based on their attitudes and behaviours towards plant-based food, the study separates consumers into three broad categories: "health conscious," "environmentally conscious," and "taste driven." While the taste-driven segment is the most sceptical, the health-conscious segment is the largest and most eager to try plant-based food. However, the accessibility, cost, and flavour of plant-based products are shared concerns across all market segments. The study also identifies important elements that affect customer preferences, including cost, flavour, health advantages, and environmental effects. Companies can utilize these data to create product improvements and customized marketing tactics that appeal to particular consumer categories. According to this study's findings, Indonesia's B2C plant-based food sector has a sizable potential for expansion due to shifting consumer attitudes and behaviours towards healthier and more sustainable food options.