Predictor of Switching Intention on Healthy Food Business: Theory of

Planned Behavioral Approach

Anas Hidayat

, Asma’i Ishak

, Guruh Ghifar Zalzalah

, and Sri Rejeki Ekasasi

Post-Graduate Program, Faculty of Economics, Islamic University of Indonesia, Yogyakarta, Indonesia

Master of Science Management, Gadjah Mada University, Yogyakarta, Indonesia

Sekolah Tinggi Ilmu Manajemen, YKPN, Yogyakarta, Indonesia

Keywords: Attitude, Subjective Norms, Perceived Behavior Control, Switching Behavior Intention

Abstract: The purpose of this research is to build customer switching behavior intention models of healthy food products

and services among young consumers in Yogyakarta, Indonesia, due to dramatic changes in their social

environment, especially in living modesty and more independent, as well as healthy lifestyles. The data used

were 200 respondents who previously experienced buying a fast food product and a healthy food product. The

data were analyzed using SEM-PLS, WarpPLS software 6 versions. The result of this research shows that two

hypotheses are supported, and one hypothesis is not supported. Based on the result, this research shows a new

insight related research of healthy food which is the respondent tends to depend on themselves when they

intend to buy a healthy food product then get information from others.

1 INTRODUCTION

Healthy food businesses in Indonesia in the last

decade have grown rapidly. Based on the SWA

website, the growth is increasing by around 10%

(SWA Online, 2007). The growth level of healthy

food businesses in Indonesia is high, but the overall

market is still low. Cited from the Kontan website,

customers are still fond of fast food products and

services. Even though their revenue fell 5-10%, the

market share is still considered quite large (Taqiyyah,

2015). Moreover, the customers who bought healthy

foods are still made fast food products and services as

the main service daily food requirements. Therefore

we need more understanding to increase customer

penetration of healthy food in Indonesia.

Even when they are away from their daily routine,

consumers want to try to keep a healthy lifestyle

(Choi and Zhao, 2014). In addition, if an individual is

concerned with nutrition, then such a person is less

likely to eat out frequently (Bhuyan, 2011).

Numerous customers are currently attempting to eat

"healthy food" at home, as well as at restaurants

(Yuksel and Yuksel, 2002). However, eating healthily

at a restaurant won't be the same as when people eat

at home. It has been demonstrated that customers'

eating patterns at home were considerably more

beneficial than their sustenance decisions in the

restaurant (Jones, 2010).

One cause of the driving force is still small in

buying products and services of healthy food because

there is no right incentive from healthy food business

owners for the public to influence them to switch

products and services from fast food to healthy food.

Previous studies show that many customers tried to

eat healthy food products because they tried to have a

healthy lifestyle, this behavior can likewise be

portrayed as healthy sound practices brought by

necessities and inspiration in connection to health

(Baum, Krantz, and Gatchel, 1997). People with

nutrition consciousness will choose carefully which

particular ingredients they want to avoid (Viola,

Bianchi, Croce, and Ceretti, 2016). Awareness of

health advantages in view of the buyers' ecological

learning and compelling health efforts is the

fundamental reason buyers purchase healthy food

(Suki, 2013).

It still requires a comprehensive understanding of

factors that can encourage behaviors to switch

products and services from fast food to healthy food.

To explore these factors, we need to understand prior

customer behavior by using theory planned behavior

(Ajzen,1991). However, in the case of the Indonesian

context, and become a novelty of this study as well,

for it is interested in the role of the subjective norm of

Hidayat, A., Ishak, A., Zalzalah, G. and Ekasasi, S.

Predictor of Switching Intention on Healthy Food Business: Theory of Planned Behavioral Approach.

DOI: 10.5220/0009961300570064

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 57-64

ISBN: 978-989-758-471-8

young consumers in Yogyakarta. It apparently

suspects that the role of Subjective Norm has been

changed due to dramatically changing the social

environment of young consumers. It can be said that

Yogyakarta young consumers seem to be more

independent in terms of shifting their behavior.

Therefore, the purpose of this research is to build

customer switching behavior intention models of

healthy food products and services.

2 LITERATURE REVIEW

In the context of healthy food, the research related to

switching behavior towards food products and

services is carried out by Cant, Machado, and Gopaul

(2014) in South Africa's food industry. They found

that the quality of healthy food products can

encourage customers to switch into healthy food

products. Chen (2009) found that a healthy life

influences the attitudes of customers to switch into

healthy food products and services. Suki (2013) also

found that the effect of a healthy life encourages

customers to switch to healthy food products and

services. In the context of healthy food in South

Korea, Choi and Zhao (2014) also found that a

healthy way of life, variety of healthy foods, and

healthy food product and service quality have a

significant effect on the customer's switching

behavior.

However, comprehensive research that

understanding the possibility of customer switching

behavior towards healthy food product and service is

still limited. Healthy food business owner needs to

understand the concept and factors that influence

healthy food’s customer switching behavior to

formulate communication strategy, product

development, and service quality that not just focus

on customer demographic preference and

characteristic. This research is important because

Indonesia has a different context of culture, value,

and demographic with others, especially in

addressing the existence of healthy food products and

services.

2.1 Fast Food Industry

The fast-food business growths in Indonesia are still

evolving today. There are several fast food businesses

in Indonesia, such as KFC, McDonald's, Pizza Hut,

Hoka-Hoka Bento, etc. Even though Kontan's website

stated that the growth of the fast-food business was

slower, it decreased by 5-10% due to global economic

growth (Taqiyah, 2015), however, based on the

Market Bisnis website in 2014 about PT. Fast Food

Indonesia, in its financial statements, the company's

revenue increased by 11.23% (Arum, 2014). This

shows that the fast-food business in Indonesia is still

favored by the customer.

The offered product from the fast-food owner is

food that can be prepared and consumed in a short

time (Bertram, 1975). One of the health problems that

come from a fast-food product is obesity. Obesity is a

disease where a person's weight is overweight, and it

is not normal (Cant, Machado, and Gopaul, 2014).

The highest proportion happened in adolescents,

which is to consume fast food amounted to 45.16%.

It shows that there is a significant correlation between

adolescent’s fast food nutritional status and

consumption and obesity (Wahyuni, 2013). In this

study, we will provide products and services

influence in the context of fast food on people's

lifestyles.

2.2 Healthy Food Lifestyle Influence

The fast-food business has grown fast, as well as a

healthy food business because there is awareness

from customers about concerning nutritional food

benefits for their bodies (Euromonitor International,

2014). Customer decision on consuming food not

only affects an individual's health but also affects the

success or failure of food products toward food

market orientation (Chen, 2009). Therefore, many

fast-food owners also serve healthy food

(Euromonitor International, 2014).

Based on Bisnis UKM's website, healthy food

businesses have started to develop in Indonesia, due

to the high public awareness of healthy lifestyle

effects by eating healthy foods. Eat healthy food is the

foundation of a healthy diet (Hamelin, Lamontagne,

Ouellet, Pouliot, and O’Brien, 2010). Based on the

CNN Indonesia website, a total of 80% of Indonesian

people began to follow a diet that limits or prohibits

the consumption of certain foods or beverages

(Priherdityo, 2016). This shows that the Indonesia

people started to implement a healthy food lifestyle

as a solution to address their health problems. In this

study, we will provide the context of products and

services healthy food influences on people's

lifestyles.

2.3 Theory of Planned Behavior

The theory of Planned Behavior (TPB) by Ajzen

(1991) provides an overview of studying attitudes

toward behavior. According to this theory, the

primary determinant of the most fundamental in

ICBEEM 2019 - International Conference on Business, Economy, Entrepreneurship and Management

someone's behavior is the intent or purpose of

behavior. Individual intention to realize the behavior

is a combination of attitudes towards behavior that

would be done, subjective norms, and perceived

behavioral control.

Behavioral intention is the determinant of actual

behavior. Intention to behave defined as the

possibility of individuals to engage in interest and is

a function of three components, namely attitude,

subjective norm, and perceived behavioral control.

Behavioral intentions regarded as a summary of the

necessary motivation to perform certain behaviors,

reflecting the individual's decision to follow the

action, as well as a pointer of how hard people are

willing to try and perform the behavior (Ajzen and

Fishbein, 1980; Fishbein and Ajzen, 1975). Intentions

can change over time. This indicates that the

prediction accuracy typically decreases with the rise

or the number of times that limit between

measurements and observations of behavioral

intentions (Ajzen, 1988).

Attitude is the tendency of individuals to evaluate

whether good or bad symbols or objects or any aspect

of his world (Katz, 1960). The object will be

associated with a certain attribute of faith. An attitude

towards an object is determined by subjective values

of object attributes in interacting with relationships

that stand out. Although anyone can have different

beliefs about an object, it is assumed that only trust is

easily accessible in influencing the attitude (Ajzen,

2001). According to the TPB model, one's attitude

toward a particular behavior has no direct relationship

with behavior, which is bridged by the overall

dominant beliefs associated with his attitude and the

evaluation of confidence by consumers.

The subjective norm is consumer perception of

what he thought about the things he had to do based

on specific references. This is a function of two

subcomponents, namely associative normative

beliefs, which reflects consumers' perceptions of

what is thought by giving references about things he

should or should not do, and the motivation of

consumers to comply with referral giver. Motivation

to comply can be viewed in two different ways. First,

it can be seen as a person's motivation to comply with

the groups for reference, regardless of specific

demands. Second, motivation can be seen in the

context of specific obedient to the expectations of the

reference group. When a person is generally

motivated to obey the group references (for example,

friends), he might be obedient even though it is

different from their personal expectations (Ajzen and

Fishbein, 1973).

Perceived behavioral control may affect behavior,

both directly and indirectly. In a direct effect, it is

based on the assumption of an individual's success

and performance in realizing a behavior that

determined by effort and confidence, with the

prediction that he had the same intention (Ajzen,

1991). Another reason for the direct connection is

perceived behavior control can be used as a substitute

for measuring the actual control (Ajzen, 1991).

Perceived behavioral control can be determined from

two things, namely, control beliefs and perceived

strength. Controls belief is the perception of obstacles

or resources that can affect behavior.

2.4 Research Development

This research adopts the model theory of planned

behavior as a framework of thinking in developing

and modifying the model related to shifting customer

behavior and foodservice products. Related with this

research, the behavior will be examined in the form

of switching behavior intention by customers from

fast food to healthy food.

2.4.1 Attitude toward Behavior Intention of

Healthy Food Products and Services

Attitudes are a positive or negative perspective

toward an object. Hence someone's relationship with

some objects cannot be said as impartial (Mensah,

Okyere and Kuranchie, 2013). Attitudes toward

behavior determined by behavioral beliefs that are

related to behavior output and another attribute such

as the required price to do those behaviors. Generally,

attitude is known as an important determinant of

intention. The intention has a strong relationship

toward behavioral intention by using theory planned

behavior models (Manstead, 2000). The attitude in

this research is the customer's attitude toward

switching behavior of food product and service and

intention toward switching products and services.

Therefore, the customer's attitudes toward switching

behavior of healthy food products and services will

influence their intention of switching to healthy food

products and services.

H1: Customer’s attitude influence customer

intention to switch toward healthy food product and

service

2.4.2 Subjective Norm of Healthy Food

Products and Services

Subjective norm is the result of trust that related to

how important referee's feelings for someone and the

Predictor of Switching Intention on Healthy Food Business: Theory of Planned Behavioral Approach

motivation to follow the referee's assertion (Ajzen

and Fishben, 1977). In the theory of planned behavior

model, subjective norms influence customer's

intention to do their behavior. Therefore, we can

conclude that the customer's subjective norm can

influence their intention to healthy food product and

service's switching behavior.

H2: Customer's subjective norm influence a

customer's intention to switch toward healthy food

products and services

2.4.3 Perceived Behavioral Control of

Healthy Food Products and Services

Perceived behavior control examines that customer's

trust toward whether there is or there is not a resource

or chance to do the behavior. The more a person

believes that he has the resources, strengths, and

opportunities needed to behave, the more powerful it

will be toward the intention of the person and

actualize his behavior and actions (Bansal and Taylor,

2002). Even though someone has a good attitude, and

he will still cancel his intention to behave if he feels

that he cannot control that situation. Therefore, the

customer's perceived control behavior influences the

customer's intention to switch toward healthy food

products and services.

H3: Customer's perceived control behavior

influences a customer's intention toward healthy

food products and services.

2.4.4 Research Framework

Figure 1. Research Model

3 RESEARCH METHODOLOGY

3.1 Research Design

In order to achieve this research objective in

exploring the factors that encourage customers to be

able to change products and services to healthy food,

this research is conducted with quantitative

approaches. The quantitative approach aimed to

explore further the customers’ motives associated

with their motive behavior in switching food products

and services.

This research aimed to explore the customer's

motives to switch from fast food products and

services to healthy food. Then the analysis unit in this

research is healthy food customers who previously

ever used fast food products and services. The

populations in this study are all respondents who

previously bought food products and services in the

Special Region of Yogyakarta. Samples will be taken

in this study is 200 respondents who previously

experienced buying fast food and healthy food

products and services.

3.2 Collecting Data and Measurement

Variables

To collect customer perception data of healthy food,

the questionnaire is used as the survey technique. The

questionnaire contains three parts: demographic

questions, screening questions, and variable

measurement question parts. Evaluation of each

variable is measured using a 1-5 scale to obtain

interval data or numerical semantic differential scale.

There are four variables to be measured in this

research, such as attitude towards switching behavior,

subjective norm, the control behavior felt, and

switching behavior intentions from Ajzen and

Madden (1986).

3.3 Data Analysis Technique

Data analysis techniques used in this research is the

Structural Equation Model (SEM) operated by

WarpPLS version 6. A structural equation model

consists of two parts, measurement linking observed

variable with latent variables through confirmatory

factor models and structure part that links between

latent variables through simultaneous equation

regression (Ghozali and Fuad, 2008). SEM is made

through development model-based theory,

development of flowcharts to demonstrate causality

relationship, flowcharts conversion into structural

equation series and measurement model

specification, matrix input selection and estimation

techniques on models built, problem identification

assessment, evaluation model, and interpretation and

modification model (Hair, Black, Babin, and

Anderson., 2010).

Perceived

Behavio

Subjective

Norm

Attitude

Switching

Behavior

ICBEEM 2019 - International Conference on Business, Economy, Entrepreneurship and Management

4 RESULT AND DISCUSSION

4.1 Descriptive Analysis

The average value of variables can be used to describe

the response of each variable in the questionnaire. A

total respondent that has been used in this study is 200

respondents. In this study, the average value of

attitude instruments is 4,5, the average value of

subjective norm instruments is 4,08, the average

value of perceived behavior control instruments is

4,47, and the average value of switching intention

instruments is 4,26.

The majority of respondents based on gender is

women with 57,5%, the age of respondents mostly is

21-25 years old, and the majority of earnings from the

respondents is below Rp 1,500,000.00. All of the

respondents have had experience of buying fast food

and heard about the term "healthy food." Therefore

all of the respondents in this research are qualified.

4.2 Validity and Reliability Result

The validity of this research is using WarpPLS

software version 6. The objective of the validity test

is to determine the validity level of each statement to

the research variables. Data is stated to be valid if the

standardized loading factor for each indicator

variable and average variance extracted (AVE) has

met the minimum value of 0,5, and a minimum of the

p-value is 0,05 (Hair, Black, Babin, and Anderson.,

2010).

The validity result of 200 respondents through

WarpPLS version 6 programs is shown in the

following table 4.1.

Table 1 Convergen Validity and AVE

Item Attitude

Subjective

Norm

Perceived

Behavior

Control

Switching

Behavior

Intention

P-Value AVE Result

ATT1 (0,851) <0,001

0,65

Valid

ATT2 (0,805) <0,001

Valid

ATT3 (0,792) <0,001

Valid

ATT4 (0,777) <0,001

Valid

SN1 (0,731) <0,001

0,602

Valid

SN2 (0,854) <0,001

Valid

SN3 (0,758) <0,001

Valid

SN4 (0,754) <0,001

Valid

PBC1 (0,799) <0,001

0,601

Valid

PBC2 (0,766) <0,001

Valid

PBC3 (0,783) <0,001

Valid

PBC4 (0,752) <0,001

Valid

SBI1 (0,817) <0,001

0,735

Valid

SBI2 (0,902) <0,001

Valid

SBI3 (0,850) <0,001

Valid

From the data in Table 4.1., it can be seen that all

the indicators are valid because the loading factor

values and average variance extracted (AVE) are

more than 0,5 and p-value below than 0,05.

Moreover, the result of reliability can be described in

Table 4.2.

Predictor of Switching Intention on Healthy Food Business: Theory of Planned Behavioral Approach

Table 2 Reliability

Variable

Composite

Reliability

Cronbach's

Alpha

Attitude 0,881 0,820

Subjective

Norm

0,858 0,778

Perceived

Behavior

Control

0,858 0,779

Switching

Behavior

Intention

0,892 0,818

From the data in Table 4.2, it can be seen that all

the indicators are reliable because the values are more

than 0,7. It means that it meets the minimum

requirement of reliability (Hair, Black, Babin,

Anderson, and Tatham (1998).

4.3 Hypothesis Testing Result and

Discussion

In this structure model proposed, there are two

supported hypothesis and one not supported

hypothesis. The supported hypothesis is hypothesis 1

with the value of β=0,44 and p value<0,01 and

hypothesis 3 with the value of β=0,24 and p

value<0,01, and not support the hypothesis is

hypothesis 2 with the value of β=0,09 and p

value=0,0. It means that the variable of attitude and

perceived behavioral control influence the switching

behavior intention of respondents who had the

intention to buy healthy food products. The result of

hypothesis testing can be described in figure 2.

Figure 2. Research Model Result

The result of hypothesis 1 is supported by

previous research, said attitude is the tendency of

individuals to evaluate whether a good or bad symbol

or object or any aspect of his world (Katz, 1960). The

object will be associated with a certain attribute of

faith. An attitude towards an object is determined by

subjective values of object attributes in interacting

with relationships that stand out. Although anyone

can have different beliefs about an object, it is

assumed that only trust is easily accessible in

influencing the attitude (Ajzen, 2001). Generally,

attitude is known as an important determinant of

intention. The intention has a strong relationship with

behavioral intention by using theory planned

behavior model (Manstead, 2000). The attitude in this

research is a customer's attitude toward switching

behavior of food products and services and intention

toward switching products and services. Therefore,

customer's attitudes toward switching behavior of

healthy food products and services will influence

their intention of switching to healthy food products

and services.

The result of hypothesis 2 is reversibility with

previous studies. Based on the result, the researcher

has an assumption that the context of healthy food is

the reason why hypothesis 2 is not supported.

Previous studies show that many customers tried to

eat healthy food products because they tried to have a

healthy lifestyle. This behavior can likewise be

portrayed as healthy sound practices brought by

necessities and inspiration in connection to health

(Baum, Krantz and Gatchel, 1997). People with

nutrition consciousness will choose carefully which

particular ingredients they want to avoid (Choi and

Zhou, 2014). The respondent feels that the decision

of whether he or she wants to try a healthy food

product is to depend on her or himself, not the other,

because it is concern about her or his healthy life, and

he or she needs to be careful about her and his

decision making.

The result of hypothesis 3 is supported by

previous studies based on the assumption of an

individual's success and performance in realizing a

behavior that determined by effort and confidence,

with the prediction that he had the same intention.

Another reason for the direct connection is perceived

behavior control can be used as a substitute for

measuring the actual control (Ajzen, 1991). Perceived

behavioral control can be determined from two

things, namely, control beliefs and perceived

strength. Controls belief is the perception of obstacles

or resources that can affect behavior. Perceived

behavior control examines that customer's trust

toward whether there is or there is not a resource or

chance to do the behavior. The more a person believes

that he has the resources, strengths, and opportunities

needed to behave, the more powerful it will be toward

the intention of the person and actualize his behavior

and actions (Bansal and Taylor, 2002). Even though

someone has a good attitude, and he will still cancel

ICBEEM 2019 - International Conference on Business, Economy, Entrepreneurship and Management

his intention to behave if he feels that he cannot

control that situation. Therefore, the customer's

perceived control behavior has influenced the

customer's intention to switch toward healthy food

products and services.

5 CONCLUSIONS

The result of this research shows that two hypotheses

are supported, and one hypothesis is not supported.

Based on the result, this research shows a new insight

related research of healthy food, which is the

respondents tend to depend on themselves when they

intend to buy a healthy food product then get

information from others such as their relatives or their

parents. For empirical studies, the researchers suggest

that future studies to examine other elements that may

affect customer buying decisions on healthy food

products. For marketing practitioners, this study

provides an overview of the intention of buying

healthy food products, so they can create a suitable

marketing strategy for the customer who have to

intend to buy a healthy food product.

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APPENDIX

Variable Questionnare Items

    

Attitude

1. My attitude toward a healthy food is positive.

    

Ajzen and Madden (1986) 2. Generally, I think it is good to buy a healthy food





3. I honestly like buy a healthy food.

4. Buy a healthy food is a wise idea.





Subjective Norm

1. Most people who are important to me think it is good to buy a healthy food.

 

Ajzen and Madden (1986

2. Most people who are important to me would buy a healthy food

3. Most people who are have same value with me would buy a healthy food

4. People whose opinions I value would prefer that I try to buy a healthy

food.





Perceived Behavior

Control

1. I feel free to buy a healthy food if I like to.

    

Ajzen and Madden (1986)

2. Buying a healthy food is entirely within my control

3. I believe that my decision to buy a healthy food is good decision

3. I have the resources and the knowledge and the ability to buy a

healthy food



Switching Behavior

Intention

1. I would gradually decrease my use of the current foods.

   

Ajzen andMadden (1986) 2. I would like to try a healthy food





3. Generally, I want to buy a healthy food





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