Food Purchasing Behavior in the Jakarta Metropolitan Area

Abstract

This study investigates food purchasing behaviors in the Jakarta Metropolitan area of Indonesia. A quantitative study was carried out using a web questionnaire survey. Fifteen major food items purchased through E-commerce were selected. Participants were categorized to explore food purchasing behavior. Four main results were identified: (1) food purchases through E-commerce are likely to continue to grow; (2) highly educated consumers tend to purchase food items through E-commerce; (3) food purchase intention through E-commerce is not necessarily related to household expenditures; and (4) in the case of Muslim participants, religion affects their purchasing behavior of several food items.