SHİFTİNG PATTERNS OF FRUİT AND VEGETABLE CONSUMPTİON BEHAVİOR İN CENTRAL JAVA PROVİNCE, INDONESİA* - SISWANTO IMAM SANTOSO; ANNISA FIRDAUZI; DIAN SAFITRI (Journal of Animal and Plant Sciences, 2025)
A Rapid shift in consumer behavior highlights the importance of studying intentions and behaviors in fruit and vegetable consumption. Indonesia, despite being a tropical country rich in fruit and vegetable resources, continues to exhibit low levels of fruit and vegetable consumption, falling below the national Balanced Nutrition Guidelines. A survey instrument was developed based on constructs from the Theory of Planned Behavior (TPB) and administered to 225 respondents from upper-middle economic backgrounds. The primary method utilized was Structural Equation Modeling (SEM). The results indicate that pears and carrots are the most frequently consumed fruit and vegetable, with average daily intakes of 126.9 grams and 100.1 grams, respectively. However, the average consumption of overall fruit and vegetables is only 57.26 grams/day and 58.12 grams/day. The R2 values on the moderation variable (intention) and behavior were 0.66 and 0.71. Attitude, subjective norms, and PBC were significant predictors for all three health behaviors. TPB explains that repeated intensity can shape behavior influenced by surrounding beliefs, such as family beliefs. Notably, 98% of respondents cited limited time to prepare meals, indicating a strong preference for ready-to-eat options. The findings highlight a behavioral shift influenced by modern lifestyle changes, such as individualism and time constraints, with perceived behavioral control emerging as the most influential factor in shaping both consumption intention and behavior. Unlike traditional reliance on social norms, consumers now prioritize ease of access, affordability, and preparation efficiency. The results of this study are beneficial for public policy planning and market and economic demand forecasting for fruit and vegetable consumption in the long term. Additionally, product innovation and marketing approaches are also significant considerations. The approach to maintaining the health of individuals vulnerable to obesity and diabetes is no longer communal or family-based but rather personal.
Keywords: journal article; Consumer behavior; Intentions; Perceived behavior control; Shifting; Sustainable consumption