Alasan konsumen dalam membeli dan mengonsumsi madu sebagai suplemen kesehatan

https://doi.org/10.22146/ijcn.75261

Resha Ayu Wildiana(1), Lily Arsanti Lestari(2*), Supriyati Supriyati(3)

(1) Minat Gizi Kesehatan, Program Studi Pascasarjana Ilmu Kesehatan Masyarakat, Fakultas Kedokteran, Kesehatan Masyarakat, dan Keperawatan, Universitas Gadjah Mada, Yogyakarta, Indonesia
(2) Departemen Gizi dan Kesehatan, Fakultas Kedokteran, Kesehatan Masyarakat, dan Keperawatan, Universitas Gadjah Mada, Yogyakarta, Indonesia / Center for Food and Nutrition Studies, Universitas Gadjah Mada, Yogyakarta, Indonesia
(3) Departemen Perilaku Kesehatan, Lingkungan, dan Kedokteran Sosial, Fakultas Kedokteran, Kesehatan Masyarakat, dan Keperawatan, Universitas Gadjah Mada, Yogyakarta, Indonesia
(*) Corresponding Author

Abstract


Reason for consumers to buy and consume honey as a health supplement

Background: During the COVID-19 pandemic, people believed honey was a supplement to increase body endurance. Research on consumer perceptions regarding specific health benefits has never been done. The market's production and demand for honey have not balanced, giving rise to the potential for selling fraudulent honey. It is necessary to identify the public perception regarding the health benefits of honey using one of the determinants of the theory of planned behavior and consumer knowledge regarding labels on honey products. 

Objective: This research was conducted to determine the factors related to consumer behavior in buying and consuming honey as a health supplement. 

Methods: Quantitative research using a cross-sectional survey design. Online data collection was done by distributing questionnaire links through social media in October-November 2021 in various regions of Indonesia. A total of 426 research subjects were selected using the accidental sampling technique. The data were analyzed using the Spearman correlation test. 

Results: Consumer knowledge about honey product labels is categorized as sufficient (48.13%) and less (44.12%). Gender and education were significantly related to the purchase of honey (p=0.0308; p=0.0101), and gender was associated with consumption behavior (p=0.0086). Perception of overall and specific health benefits (improves immunity, diabetes, cancer, heart, cough, and asthma, accelerates healing after illness, reduces the frequency of diarrhea, lower blood pressure, lower levels of fat and cholesterol in the body) were significantly related to the behavior of buying and consuming honey (p=0.0001). Knowledge is significantly related to honey consumption behavior (p=0.0363). 

Conclusion: Honey buying and consumption behavior in Indonesia is related to consumer perceptions of overall and specific health benefits. It is necessary to review honey labels currently on the market and increase consumer knowledge about honey product labels.


Keywords


health perception; honey consumer; online survey; product label knowledge; theory of planned behavior

Full Text:

PDF


References

  1. Werdhasari A. Peran antioksidan bagi kesehatan. Jurnal Biotek Medisiana Indonesia. 2014;3(2):59-68.
  2. Luchese RH, Prudêncio ER, Guerra AF. Honey as a functional food. In: Honey analysis. London: InTech; 2017.
  3. Teichert T, Mühlbach C. The second health care market: market mapping based upon consumer perception. Gesundheitswesen. 2018;80(3):247-9. doi: 10.1055/s-0041-111843
  4. Samarghandian S, Farkhonde, T, Samini F. Honey and health: a review of recent clinical research. Pharmacognosy Res. 2017;9(2):121-7.
  5. Fratellone PM, Tsimis F, Fratellone G. Apitherapy products for medicinal use. J Altern Complement Med. 2016;22(12):1020-2. doi: 10.1089/acm.2015.0346
  6. Bobiş O, Dezmirean DS, Moise AR. Honey and diabetes: the importance of natural simple sugars in diet for preventing and treating different type of diabetes. Oxid Med Cell Longev. 2018;2018:4757893. doi: 10.1155/2018/4757893
  7. Zhang M. Consumer attitudes and behavior towards honey in China [Thesis]. Belgium: Ghent University; 2018.
  8. Testa R, Asciuto A, Schifani G, Schimmenti E, Migliore, G. Quality determinants and effect of therapeutic properties in honey consumption. An exploratory study on Italian consumers. Agriculture. 2019;9(8):174. doi: 10.3390/agriculture9080174
  9. Kowalczuk I, Jeżewska-Zychowic M, Trafiałek J. Conditions of honey consumption in selected regions of Poland. Acta Sci Pol Technol Aliment. 2017;16(1):101-12. doi: 10.17306/J.AFS.2017.0446
  10. Ahmad NN, Khairatun SN, Abidin UFUZ. Factors influencing intention to purchase fraudulent honey among Malaysian consumers. International Journal of Academic Research in Business and Social Sciences. 2021;11(4):134-49. doi: 10.6007/IJARBSS/v11-i4/9040
  11. Kumar A, Smith S. Understanding local food consumers: theory of planned behavior and segmentation approach. Journal of Food Products Marketing. 2018;24(2):196-215. doi: 10.1080/10454446.2017.1266553
  12. Azman N, Sahak SZ. Nutritional label and consumer buying decision: a preliminary review. Procedia-Social and Behavioral Sciences. 2014;130:490-8. doi: 10.1016/j.sbspro.2014.04.057
  13. Bosman JCM, Van der Merwe D, Ellis SM, Jerling JC, Badham J. South African adult metropolitan consumers' opinions and use of health information on food labels. British Food Journal. 2014;116(1):30-43. doi: 10.1108/BFJ-12-2011-0298
  14. Pocol CB. Consumer preferences for different honey varieties in the North West Region of Romania. Agronomy Series of Scientific Research. 2012;55(2):263-6.
  15. Pocol CB, Bolboacă SD. Perceptions and trends related to the consumption of honey: a case study of North-West Romania. International Journal of Consumer Studies. 2013;37(6):642-9. doi: 10.1111/ijcs.12046
  16. Komala RD, Nellyaningsih N. Tinjauan implementasi personal selling pada PT. Astra Internasional Daihatsu Astra Biz Center Bandung pada tahun 2017. eProceedings of Applied Science. 2017;3(2):330-7.
  17. Bakti IGMY, Sumaedi S, Astrini NJ, Rakhmawati T, Yarmen M, Damayanti S. Applying the theory of planned behavior in functional food purchasing: a young consumers perception. In IOP Conference Series: Materials Science and Engineering. 2020;722:012024. doi: 10.1088/1757-899X/722/1/012024
  18. Iliyasu G, Ogoina D, Otu AA, Dayyab FM, Ebenso B, Habib AG, et al. A multi-site knowledge attitude and practice survey of Ebola virus disease in Nigeria. PLoS One. 2015 Aug 28;10(8):e0135955. doi: 10.1371/journal.pone.0135955
  19. Departemen Kesehatan RI. Sistem kesehatan nasional. Jakarta: Depkes RI; 2009.
  20. Penetapan Presiden Republik Indonesia Nomor 1/PNPS/1965 tentang Pencegahan Penyalahgunaan dan/atau Penodaan Agama.
  21. Oktarina O, Hanafi F, Budisuari MA. Hubungan antara karakteristik responden, keadaan wilayah dengan pengetahuan, sikap terhadap HIV/AIDS pada masyarakat Indonesia. Buletin Penelitian Sistem Kesehatan. 2009;12(4):362-9.
  22. Siswanto, Susila, dan Suyanto. Metodologi penelitian kesehatan dan kedokteran. Yogyakarta: Bursa Ilmu. 2016.
  23. Sugiyono. Statistika non parametik untuk penelitian. Bandung: PT. Alfabeta; 2008.
  24. Kumar N, Kapoor S. Do labels influence purchase decisions of food products? Study of young consumers of an emerging market. British Food Journal. 2017;119(2):218-29. doi: 10.1108/BFJ-06-2016-0249
  25. Selmi S, Asriani PS, Saepuddin R. Perilaku dan loyalitas konsumen madu di Kota Bengkulu. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis. 2017;16(1):13-24. doi: 10.31186/jagrisep.16.1.13-24
  26. Schober P, Boer C, Schwarte LA. Correlation coefficients: appropriate use and interpretation. Anesth Analg. 2018;126(5):1763-8. doi: 10.1213/ANE.0000000000002864
  27. Bianca PC. Modelling the honey consumption behaviour in Romania by using socio-demographic determinants. African Journal of Agricultural Research. 2011;6(17):4069-80. doi: 10.5897/AJAR11.713
  28. Khaoula B, Zineb N, Zakaria A, Abdelmajid S, Asmae C, Abderrazak K. Consumption, preferences and habits of purchasing consumers of honey in Morocco. J Hyg Eng. 2019;28:61-5.
  29. Roy G, Debnath R, Mitra PS, Shrivastava AK. Analytical study of low-income consumers’ purchase behaviour for developing marketing strategy. Int J Syst Assur Eng Manag. 2021;12:895-909. doi: 10.1007/s13198-021-01143-6
  30. Abd Wahab MS, Othman N, Othman NHI, Jamari AA, Ali AA. Exploring the use of and perceptions about honey as complementary and alternative medicine among the general public in the state of Selangor, Malaysia. Journal of Applied Pharmaceutical Science. 2017;7(12):144-50. doi: 10.7324/JAPS.2017.71220
  31. Purnomo D, Bunyamin A, Gunawan W, Faizah NA, Danuwidjaja TG, Annisa, R, et al. Motivation, purpose, and purchasing frequency of honey consumption in West Java. IOP Conf Ser: Earth Environ Sci. 2021;948:012070. doi: 10.1088/1755-1315/948/1/012070
  32. Pocol C B, Sedik P, Horska E. Towards productive, sustainable and resilient global agriculture and food systems. Proceedings: International Scientific Days; 2018.
  33. Żak N. Honey market in the opinion of young consumers. Handel wewnętrzny. 2017;366(1):424-38.
  34. Ajibola A, Chamunorwa JP, Erlwanger KH. Nutraceutical values of natural honey and its contribution to human health and wealth. Nutr Metab. 2012;9:61 doi: 10.1186/1743-7075-9-61
  35. Cianciosi D, Forbes-Hernández TY, Afrin S, Gasparrini M, Reboredo-Rodriguez P, Quiles JL, et al. Phenolic compounds in honey and their associated health benefits: a review. Molecules. 2018;23(9):2322. doi: 10.3390/molecules23092322
  36. Klappan AK, Hones S, Mylonas I, Brüning A. Proteasome inhibition by quercetin triggers macroautophagy and blocks mTOR activity. Histochem Cell Biol. 2012;137(1):25-36. doi: 10.1007/s00418-011-0869-0
  37. Li G, Fan Y, Lai Y, Han T, Li Z, Zhang Q, et al. Coronavirus infections and immune responses. J Med Virol. 2020;92(4):424-432. doi: 10.1002/jmv.25685
  38. Hossain KS, Hossain MG, Moni A, Rahman MM, Rahman UH, Uddin MJ, et al. Prospects of honey in fighting against COVID-19: pharmacological insights and therapeutic promises. Heliyon. 2020;6(12):e05798. doi: 10.1016/j.heliyon.2020.e05798
  39. Mahyarni M. Theory of reasoned action dan theory of planned behavior (Sebuah kajian historis tentang perilaku). Jurnal El-Riyasah. 2013;4(1):13-23.
  40. Ajzen I, Fishbein M. The influence of attitudes on behavior. In Albarracin D, Johnson BT, Zanna MP (Eds), The handbook of attitudes. New Jersey: Lawrence Erlbaum Associates; 2005.
  41. Bosnjak M, Ajzen I, Schmidt, P. The theory of planned behavior: selected recent advances and applications. Eur J Psychol. 2020;16(3):352-6. doi: 10.5964/ejop.v16i3.3107
  42. Lee S, Kim N, Hwang J, Moon J. A study on determinants of the willingness to pay for native honey: focusing on knowledge of and experience with honey and attitude toward health. Agribusiness and Information Management. 2021;12(2):6-23.
  43. Saubaki SB, Fitriani A, Rahmuniyati ME. Correlation of knowledge level and attitude food products labelling with reading compliance of food products labeling among mothers in Tajem Subdistric Maguwoharjo. Proceeding International Conference. 2019;(1):33-40.
  44. Suherman D, Kadarsih S, Gusmantoro MG. Strategi pemasaran madu berdasarkan karakteristik konsumen di Kota Bengkulu. Jurnal Sain Peternakan Indonesia. 2017;12(2):171-83. doi: 10.31186/jspi.id.12.2.171-183
  45. Roman A, Popiela-Pleban E, Kozak M, Roman K. Factors influencing consumer behavior relating to the purchase of honey part 2. Product quality and packaging. Journal of Apicultural Science. 2013;57(2):175-85. doi: 10.2478/jas-2013-0027
  46. Bryla P. Who reads food labels? selected predictors of consumer interest in front-of-package and back-of-package labels during and after the purchase. Nutrients. 2020;12(9):2605. doi: 10.3390/nu12092605



DOI: https://doi.org/10.22146/ijcn.75261

Article Metrics

Abstract views : 1357 | views : 2443

Refbacks

  • There are currently no refbacks.




Copyright (c) 2023 Jurnal Gizi Klinik Indonesia

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Jurnal Gizi Klinik Indonesia (JGKI) Indexed by:
 
  

  free
web stats View My Stats