From Local Flavor to Global Table: Understanding the Mainstreaming of Indonesian Cuisine through Consumer Behavior

Abstract

This study examined factors associated with consumers’ intention to consume Indonesian cuisine in the United States using the Theory of Planned Behaviour and a culinary tourism perspective. A quantitative explanatory design was applied, supported by limited qualitative information from a semi-structured interview with the owner of an Indonesian restaurant in California. Data were collected through an online questionnaire from 144 respondents residing in the United States who had experience with Indonesian or international cuisine. The study examined the effects of attitude, subjective norm, perceived behavioural control, and culinary appeal on behavioural intention. The questionnaire used a five-point Likert scale, and data were analysed using validity testing, reliability testing, descriptive statistics, and multiple linear regression in SPSS. The results showed that attitude, subjective norm, perceived behavioural control, and culinary appeal had positive and significant effects on intention to consume Indonesian cuisine. Culinary appeal showed the strongest coefficient, followed by attitude and subjective norm, while perceived behavioural control had the smallest effect. The regression model explained 50.6% of the variation in behavioural intention. These findings indicate that consumers’ intention to consume Indonesian cuisine is associated mainly with positive perceptions of taste, uniqueness, presentation, cultural experience, and social influence. Access-related factors, such as restaurant availability, price, and ease of obtaining Indonesian food, were also significant but had weaker effects. The interview findings suggested that limited market exposure and the small number of Indonesian restaurants remain practical challenges.