Modifying TRA to Predict Indonesians’ Buying and Consumption Behavior toward Traditional Foods

Keni Keni (Faculty of Economics and Business, Department of Management, Universitas Tarumanagara, Jakarta)
Nicholas Wilson (Faculty of Social Sciences and Humanities, Department of Management, Universitas Bunda Mulia, Jakarta)
Alexander Alexander (Faculty of Business, Master of Management Study Program, Universitas Buddhi Dharma, Tangerang)
Ai Ping Teoh (Graduate School of Business, Universiti Sains Malaysia, Pulai Pinang, Malaysia)

Jurnal Manajemen
Vol. 30 No. 2 (2026): June-September 2026

This study aims to modify and expand the theory of reasoned action (TRA) framework by segregating attitude into two distinct variables: attitude toward cultural values and attitude toward health risks. Additionally, alongside subjective norms, this research aims to determine how these factors affect consumers’ buying and consumption behavior toward traditional foods sold in Indonesia. A survey method was used in this research, in which questionnaires were distributed to Indonesians who had purchased and consumed at least 2 traditional Indonesian foods within the past 6 months. After 3 months of data collection, 221 responses were obtained from eligible respondents. After analyzing these data using PLS, it can be concluded that attitudes toward cultural values, health risks, and subjective norms significantly affect consumers’ buying and consumption behavior toward Indonesian traditional foods.