The Food Label, Knowledge, Trust and Experience on Adoption of Functional Food

Diyah, Ida Aryati and Purnomo, Wulan The Food Label, Knowledge, Trust and Experience on Adoption of Functional Food. The Food Label, Knowledge, Trust and Experience on Adoption of Functional Food, 6 (3). pp. 287-294. ISSN 2304-1013

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Abstract

The phenomenon of the complex background of this research is to increase the quality requirements of consumers in the field of food and health due to changes in food nutrition concept of satisfying their hunger to be the achievement of healthy living. This study deepend on functional food innovation adoption typical of Indonesia made of spices. Functional food typical of Indonesia is meant here is “Jamu”. Jamu is the name for traditional medicine from Indonesia.Later popularly known as herbs. Herbs are made from natural ingredients, in the form of parts of plants such as rhizomes (roots), foliage, bark, and fruit. In contrast, to other functional foods, processed beverage products from herbal and spice flavors generally have less preferred by consumers and cause an uncomfortable feeling when drunk. This study examines the adoption model for functional food. This study focused on the variables that explain the influence of a number of variables in the adoption of a functional food. Variables proposed are the food label, knowledge, trust, experience and adoption of functional food. Respondents in this study is that consumers of traditional herbal medicine. Sampling is done by purposive sampling, with the following criteria: the consumer has made a purchase herbal functional beverage with a frequency of more than five times, the decision-makers and consumers in the purchase of food for themselves and their families or relatives. Total sample of 200 respondents. The results of this study indicate that the adoption of a model of functional food made from spices unacceptable

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