Consumer Perceptions and Behaviour Toward Plant-based Meat Analogues: A Case Study in Greater Jakarta, Indonesia
Year: 2026
Type: conference-paper
Study design: Observational Study
Abstract: Increasing awareness of health, sustainability, and ethical consumption has accelerated the development of plant-based meat analogues (PBMAs) as alternative protein sources. Despite market growth, consumer acceptance of PBMAs remains heterogeneous, particularly in emerging markets such as Indonesia. This study aims to analyse consumer perceptions and behaviours toward PBMAs in the Greater Jakarta region by distinguishing between less-experienced consumers and experienced consumers. A quantitative approach was employed using a structured online survey administered to 315 respondents. Data were analysed using descriptive statistics, validity and reliability analyses, and multiple linear regression. The results indicate that less-experienced consumers are significantly influenced by perceived price, food neophobia, and limited sensory expectations, which negatively affect purchase and consumption intentions. In contrast, experienced consumers rely primarily on actual sensory evaluation, perceived value, and trust in halal certification when forming repurchase intentions. Environmental concern positively influences both consumer groups, although its effect is stronger when combined with direct consumption experience. Overall, consumption experience emerges as a critical determinant shaping perceptions, attitudes, and behavioural intentions toward PBMAs. These findings suggest that strategies emphasising sensory trials, transparent halal assurance, and value communication are essential to enhance consumer acceptance and support the sustainable development of plant-based meat products in Indonesia.
Source: BIO Web of Conferences
Authors: William William, Tina Nurkhoeriyati
Institution: Binus University
Language: English
Subfield: Food Science
Domain: Life Sciences
SDG: Zero hunger
Open Access status: diamond
OpenAlex ID: W7212136358