The Consumer Acceptance of Novel Foods on Potential Markets using An Extended Behavior Model

Abstract

This research aims to determine the purchase intention of cultured meat using an expanded planned behavior theory approach. The development of science has encouraged scientists to look for the latest innovations known as novel foods with the aim of alternative food in the future. Research on consumer acceptance of cultured meat has been carried out in many developed countries by looking at the potential for various consumer acceptance of cultured meat. Indonesia, as one of the potential markets for novel foods, is necessary to also look at the potential for consumer acceptance of novel foods, especially on cultured meat. This research used an online survey method on 231 young respondents in Indonesia. The results show that constructive attitudes and subjective norms significantly affect the purchase intention of cultured meat. Environmental beliefs also significantly affect the purchase intention of cultured meat. The results of this research can be used as a reference for marketing strategies for cultured meat in the future, especially in the young age segment in potential markets in developing countries.