Indonesian Traditional Food Consumption Mapping: The Link Between the Sense of Community, Consumption Value, and Behavioral Intention

Abstract

Food industry in Indonesia is growing rapidly and has enormous potential. The intense competition in this field requires business actors to understand consumer attitudes and behaviors so they can provide what their consumers need and expect. Unfortunately, research that explores community impact on consumer behavior in the traditional food industry is limited. Thus, this study attempts to examine the formation of attitudes and behavioral intentions by integrating consumption value and the sense of community in the context of the traditional food industry. A sample of 506 data was gathered through offline questionnaires from traditional food customers in Bandung and Denpasar, Indonesia. Partial least squares and the structural equation model were used to test the data. This study reveals that consumption value and the sense of community influence customer behavioral intention through attitude. This result, therefore, extends the existing methodological and managerial practices in order to develop competitive strategies in the food industry.