Literasi Pangan dan Kearifan Lokal sebagai Prediktor Preferensi Konsumsi Pangan Tradisional pada Generasi Z dan Milenial
DOI:
https://doi.org/10.61132/sadewa.v4i4.3203Keywords:
Food Literacy, Generation Z, Local Wisdom, Social Norms, Traditional FoodAbstract
Traditional food sustainability depends partly on younger consumers' willingness to choose traditional products. This cross-sectional study examined the associations of product-specific food literacy and perceived local wisdom with stated consumption preference among Generation Z and Millennials, using bir pletok, a non-alcoholic Betawi spiced beverage, as a case. A nonprobability online survey distributed through WhatsApp groups obtained responses from 100 bir pletok buyers aged 18–35 years. Respondents viewed the new sachet packaging of UMKM Mpok Mumun's bir pletok before completing a 22-item, five-point Likert questionnaire. Data were analysed using partial least squares structural equation modelling in two stages with 5,000 bootstrap samples. In Model 1, food literacy (β = 0.442) and local wisdom (β = 0.363) were positively associated with consumption preference (R² = 0.530). After attitude and social norms were included in Model 2 (R² = 0.648), only social norms showed a statistically significant association (β = 0.419, p = 0.022). No statistically significant differences were detected between Generation Z (n = 68) and Millennials (n = 32), whereas Jakarta residents reported higher consumption preference than non-residents (p = 0.008). Weak discriminant validity, uniform maximum-score responses among 27% of participants, and sensitivity to estimation methods limit the strength of the evidence. These findings describe model-specific associations rather than causal relationships or established mediation mechanisms.
Downloads
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Alhadi, S. M., & Masrukhi. (2026). Transmission of local wisdom values shaping social behavior in Bekonang Village community. JESS (Journal of Educational Social Studies), 15(1), 30–38. https://doi.org/10.15294/jess.v15i1.41629
Ayuni, I. M., Kasmita, K., Wardi, Y., & Faridah, A. (2026). Pengembangan pariwisata kuliner berbasis kearifan lokal: Tinjauan literatur sistematis tentang daya tarik destinasi. ARMADA: Jurnal Penelitian Multidisiplin, 4(7), 2992–3000. https://doi.org/10.55681/armada.v4i7.3141
Bakr, A. A. M., Ali, E. R., Aljurayyad, S. S., Fathy, E. A., & Fouad, A. M. (2025). From authenticity to sustainability: The role of authentic cultural and consumer knowledge in shaping green consumerism and behavioral intention to gastronomy in heritage restaurants in Hail, Saudi Arabia. Sustainability, 17(8), Article 3530. https://doi.org/10.3390/su17083530
Balıkçıoğlu Dedeoğlu, S., Eren, D., Sahin Percin, N., & Aydin, Ş. (2022). Do tourists' responsible behaviors shape their local food consumption intentions? An examination via the theory of planned behavior. International Journal of Contemporary Hospitality Management, 34(12), 4539–4561. https://doi.org/10.1108/IJCHM-05-2021-0579
Benita, E., Teguh, G. P., & Proboyo, A. (2023). The moderation role of subjective norm on Apple iPhone purchase intention: A study on Generation Z consumers in Indonesia. Petra International Journal of Business Studies, 6(2), 175–184. https://doi.org/10.9744/petraijbs.6.2.175-184
Carrigan, M., Wells, V., & Athwal, N. (2023). 'I'd never cook it now': An exploration of intergenerational transference and its role in facilitating family food sustainability. European Journal of Marketing, 57(5), 1352–1379. https://doi.org/10.1108/EJM-10-2021-0804
Chen, V. Y., & Lin, P. M. C. (2024). The power of nostalgic emotion: How Hong Kong traditional tong sui influences Generation Z's purchase intentions. British Food Journal, 126(8), 3197–3220. https://doi.org/10.1108/BFJ-01-2024-0006
Dewantara, Y. F., Nurbaeti, & Arafah, W. (2023). Bubur Ase: Betawi cultural heritage food. In Proceedings of the 4th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2023) (pp. 101–107). Atlantis Press. https://doi.org/10.2991/978-94-6463-296-5_14
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/
Fajrie, M., Permatasari, C., Zahro, N., Artalopa, R., Fibrian Noor, I., Putri Zuniawati, E., Rizqi Afrizal, E., Nur Asri, M. H., Bahrul Ilmi, M., Fatkhurridlo Mahendra, M., Tiyas, P., Khalif Akbar, T. W., Rizieq Hussain, M., Rohmah, A., Fathur Rohman, M. Z., & Amanda, L. (2025). Pentingnya packaging yang menarik dan digital marketing pada Kerupuk Lala 73. Adi Widya: Jurnal Pengabdian Masyarakat, 9(2), 1–8. https://doi.org/10.33061/awpm.v9i2.12118
Hadiati, M. S., Sudardi, B., Warto, W., & Marimin, M. (2025). Cultural preservation through flavor: Innovation of bir pletok. In Proceedings of the International Conference on Cultural Studies (ICCUS 2024) (pp. 316–322). Atlantis Press. https://doi.org/10.2991/978-2-38476-418-1_25
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications. https://doi.org/10.1007/978-3-030-80519-7
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Jin, R., Liu, X., Zhu, Y., & Yang, X. (2025). Formation mechanism of traditional Chinese health food purchase intention among young people. Sustainability, 17(2), Article 707. https://doi.org/10.3390/su17020707
Kelman, H. C. (1958). Compliance, identification, and internalization: Three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. https://doi.org/10.1177/002200275800200106
Klarissa, K., Josephine, A., & Kristanti, M. (2024). Pemilihan destinasi kuliner melalui TikTok bagi Generasi Z di Indonesia: Model UTAUT2. Jurnal Manajemen Bisnis dan Kewirausahaan, 8(3), 718–732. https://doi.org/10.24912/jmbk.v8i3.28675
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
Kristia, K., Kovács, S., & Erdey, L. (2024). Generation Z's appetite for traditional food: Unveiling the interplay of sustainability values as higher order construct and food influencers in Indonesia. Discover Sustainability, 5, Article 493. https://doi.org/10.1007/s43621-024-00714-4
Kusuma, M. R. P., Ridlo, M. H. R., Rizkizha, D. F., Ni'mah, N., Fourentika, I. G., Putra, R. A., & Mas, M. P. (2026). The impact of the co-branded packaging design for local snacks x Wonderful Indonesia on Gen Z's interest. Gestalt: Jurnal Desain Komunikasi Visual, 8(1), 107–118. https://doi.org/10.33005/gestalt.v8i1.614
Li, Z., Xu, Y., Liu, Z., Ma, Y., Guo, Y., Wang, D., Yu, W., Zhao, R., Yuan, Q., & Xu, M. (2024). Status and associated factors of food and nutrition literacy among young adults aged 15–44 years in Shenzhen City, China. Frontiers in Public Health, 11, Article 1329241. https://doi.org/10.3389/fpubh.2023.1329241
Malobu, A., Matasik, R., Febriyani, F., Wahyudi, F. D., Yusuf, M. Y., & Jufri, A. A. M. (2026). Mengeksplorasi dampak ulasan online dan dukungan influencer terhadap niat beli konsumen Gen Z di Indonesia. Jurnal Manajemen Kreatif dan Inovasi, 4(4), 49–57. https://doi.org/10.59581/jmki-widyakarya.v4i4.6901
Müllertz, A. L. O., Stjernqvist, N. W., Outzen, M. H., Bloch, P., Elsborg, P., & Ravn-Haren, G. (2024). A cross-sectional study of the association between food literacy and dietary intake among Danish adolescents. Appetite, 200, Article 107526. https://doi.org/10.1016/j.appet.2024.107526
Murakami, K., Shinozaki, N., Okuhara, T., McCaffrey, T. A., & Livingstone, M. B. E. (2024). Self-perceived food literacy in relation to the quality of overall diet and main meals: A cross-sectional study in Japanese adults. Appetite, 196, Article 107281. https://doi.org/10.1016/j.appet.2024.107281
Natawiguna, H., Pratama, A. R., Putri, D. P., Hindayani, P., & Bridha, R. L. (2025). Gastronomic literacy in local food security efforts in Indonesia. The Journal Gastronomy Tourism, 12(2), 169–181. https://doi.org/10.17509/gastur.v12i2.85908
Nucifera, Y. H., & Nugraha, A. (2024). Pengaruh faktor-faktor perilaku konsumen Generasi Z terhadap keputusan pembelian produk jamu herbal di PT. Bhineka Rahsa Nusantara. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 10(2), 3120–3130. https://doi.org/10.25157/ma.v10i2.14659
Nurmalasari, R., Phattanaviroj, T., & Alfalisyado. (2025). Consumer acceptance of herbal drinks as functional beverages: Evidence from Generation Z in Indonesia. BIO Web of Conferences, 201, Article 05001. https://doi.org/10.1051/bioconf/202520105001
O'Brien, K., MacDonald-Wicks, L., & Heaney, S. E. (2024). A scoping review of food literacy interventions. Nutrients, 16(18), Article 3171. https://doi.org/10.3390/nu16183171
Peral-Peral, B., Arenas Gaitán, J., & Reina-Arroyo, J. (2022). Buying local food is not a question of attitude: An analysis of benefits and limitations. Spanish Journal of Marketing – ESIC, 26(1), 80–97. https://doi.org/10.1108/SJME-09-2021-0181
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
Pradiptha, A. P., Qur'ani, J., & Selviana, T. (2025). Perilaku konsumsi Generasi Z terhadap minuman tradisional bir pletok Betawi di Universitas Budi Luhur. BUDGETING: Journal of Business, Management and Accounting, 6(3), 874–885. https://doi.org/10.31539/budgeting.v6i3.16747
Putra, A. Y. T., Defri, I., Saputro, E. A., & Widyastuti, R. (2023). Potensi bir pletok sebagai minuman fungsional komersial. Agrisaintifika: Jurnal Ilmu-Ilmu Pertanian, 7(1), 82–91. https://doi.org/10.32585/ags.v7i1.3784
Putra, Y. A. D., & Abryanto, R. (2021). The impact of perceived value of jamu towards the millennial purchase decision: The case study of Generation Z. Journal of Functional Food & Nutraceutical, 3(1), 11–22. https://doi.org/10.33555/jffn.v3i1.67
Saaidin, M., & Azrein, A. (2025). Understanding youth knowledge and cultural values in the preservation of nasi ambeng: A study of Javanese food heritage in Malaysia. International Journal of Academic Research in Business and Social Sciences, 15(11), 922–930. https://doi.org/10.6007/IJARBSS/v15-i11/26891
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology & Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640
Sartini. (2004). Menggali kearifan lokal Nusantara: Sebuah kajian filsafati. Jurnal Filsafat, 14(2), 111–120. https://doi.org/10.22146/jf.33910
Seow, A. N., Bong, E. T. Y., Chan, M. S., & Tan, C. H. (2026). Assessing consumer attitudes toward fermented drink consumption: An antecedent and mediation framework. Journal of Foodservice Business Research. Advance online publication. https://doi.org/10.1080/15378020.2026.2625136
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J.-H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322–2347. https://doi.org/10.1108/EJM-02-2019-0189
Silalahi, M., Wahyuningtyas, R. S., & Kalima, T. (2023). Ethnobotanical study of bir pletok as a traditional health drink for Betawi ethnic (Indonesia). GSC Biological and Pharmaceutical Sciences, 24(2), 335–342. https://doi.org/10.30574/gscbps.2023.24.2.0285
Song, H., & Kim, J.-H. (2022). Developing a brand heritage model for time-honoured brands: Extending signalling theory. Current Issues in Tourism, 25(10), 1570–1587. https://doi.org/10.1080/13683500.2021.1926441
Suci, A., Maryanti, S., Hardi, H., & Sudiar, N. (2022). Willingness to pay for traditional ready-to-eat food packaging: Examining the interplay between shape, font and slogan. Asia Pacific Journal of Marketing and Logistics, 34(8), 1614–1633. https://doi.org/10.1108/APJML-04-2021-0233
Uyanık, B., & Özel, Ç. H. (2023). The role of parents on intergenerational transmission of cuisine culture in Türkiye. Journal of Tourism and Gastronomy Studies, 11(2), 832–846. https://doi.org/10.21325/jotags.2023.1220
Vidgen, H. A., & Gallegos, D. (2014). Defining food literacy and its components. Appetite, 76, 50–59. https://doi.org/10.1016/j.appet.2014.01.010
Ward, M. K., & Meade, A. W. (2023). Dealing with careless responding in survey data: Prevention, identification, and recommended best practices. Annual Review of Psychology, 74, 577–596. https://doi.org/10.1146/annurev-psych-040422-045007
Zaihan, A., Muhammad, R., & Akbaruddin, M. N. A. (2026). Revitalising food heritage: A behavioural model of traditional Malay kuih muih consumption among Malaysian millennials. Journal of Tourism, Hospitality and Culinary Arts, 18(1), 181–200.
Zong, Z., Liu, X., & Gao, H. (2023). Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior. Frontiers in Psychology, 14, Article 1110191. https://doi.org/10.3389/fpsyg.2023.1110191
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Sadewa : Publikasi Ilmu Pendidikan, Pembelajaran dan Ilmu Sosial
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
