Linking Consumer Profiles to Fermented Beverage Consumption Behavior: Evidence from Indonesia

Abstract

The development of functional food consumption trends in Indonesia has increased significantly, one of which is fermented drinks. Although fermented beverages are becoming increasingly popular as part of a healthy lifestyle, empirical studies that discuss the relationship between consumer profiles and consumption behavior are still limited, especially in the context of developing countries such as Indonesia. This study aims to fill this gap by analyzing the relationship between the characteristics of consumer profiles and the consumption behavior of fermented beverages. This study used a survey method of 275 respondents who were randomly selected using a simple random side technique, then analyzed using descriptive statistics and chi-square tests. The results of the study show that the majority of consumers come from the young and adult age groups, with low consumption intensity and a tendency to choose products with affordable prices and normal sugar levels. Meanwhile, the results of the chi-square test showed a significant relationship between several profile variables, such as age, income, temperature preference, and exercise habits, on consumption behavior. These findings emphasize the importance of marketing and consumer education strategies tailored to the profile segment to encourage healthier and more sustainable consumption of fermented products.