A model of traditional functional food consumption behaviour

PurposeThis study aims to analyse the influence of descriptive norm, perceived behavioural control, perceived threat of non-communicable disease (NCD), healthy food extension education frequency, the frequency of healthy food community group meetings, healthy food-related newspapers/magazines usage frequency, healthy food-related websites usage frequency and healthy food-related social media usage frequency towards traditional functional food consumption behaviour, especially tempeh, in Indonesia.Design/methodology/approachThis study collected data from 99 respondents who consumed traditional functional food. The data were analysed using multiple regression.FindingsTraditional functional food consumption behaviour is significantly influenced by descriptive norm, perceived behavioural control and the frequency of healthy food community group meetings. The traditional functional food consumption behaviour is not affected by the perceived threat of NCD, healthy food extension education frequency, healthy food-related newspapers/magazines usage frequency, healthy food-related websites usage frequency and healthy food-related social media usage frequency.Research limitations/implicationsThis research investigated only one functional food type and employed a purposive sampling technique. Future research should be conducted in other contexts to examine the stability of the research findings.Practical implicationsTo improve traditional functional food consumption, it is essential to ensure that people can easily consume traditional functional food. It is also essential to develop an extension education strategy that involves the community's influential person/leader and healthy food community group meetings.Originality/valueThis paper is the first that investigates traditional functional foods consumption behaviour.