Consumer perceptions and behaviour toward plant-based meat analogues: A case study in Greater Jakarta, Indonesia

Abstract

Growing awareness of health and sustainability has encouraged the development of meat analogue products, yet consumer acceptance remains varied. This study aims to analyse consumer perceptions and behaviours toward meat analogues in the Greater Jakarta area by distinguishing between less-experienced and experienced consumers. A quantitative, descriptive survey was conducted with 315 respondents. Data were collected through structured questionnaires and analysed statistically. The results show that less-experienced consumers are influenced by price perception, food neophobia, and limited sensory evaluation, which reduce consumption intention. In contrast, experienced consumers rely on actual consumption experience, particularly sensory attributes, perceived value, and trust in halal aspects. Environmental concern positively influences both consumer groups. It can be concluded that consumption experience plays a critical role in shaping consumer perceptions, attitudes, and behaviours toward meat analogue products, highlighting its importance for product development and marketing strategies.