Herbal Choice: Uncovering the Natural Medicine Consumption Patterns of Indonesians

Shine Pintor Siolemba Patiro; Prisila  Damayanti; Hendrian Hendrian; Minrohayati Minrohayati

doi:10.56209/jommerce.v6i1.218

Authors

Shine Pintor Siolemba Patiro Universitas Terbuka, Indonesia
Prisila Damayanti Institut Bisnis dan Informatika Kosgoro 1957, Indonesia
Hendrian Universitas Terbuka, Indonesia
Minrohayati Universitas Terbuka, Indonesia

DOI:

https://doi.org/10.56209/jommerce.v6i1.218

Keywords:

Theory of Planned Behavior, Attitude, Subjective Norm, Perceived Behavioral Control, Natural Medicine

Abstract

This study examines consumer perceptions of products containing natural ingredients using the theory of planned behavior as a theoretical basis. As an antecedent of Attitudes, subjective norms, and perceived behavioral control were examined. This study used price fairness and ease of use as the indicators. The online survey was conducted using the Google Forms platform, involving residents in five major Indonesian cities: Jakarta, Surabaya, Semarang, Medan, and Makassar. Overall, 305 respondents participated. Valid observations were collected for further analysis. The analysis technique for this research used a structural equation model. based on maximum likelihood to test the research hypothesis and found that price fairness and ease of use have a positive effect on attitudes, subjective norms, and perceived behavioral control. In addition, intention to use is positively influenced by attitudes, subjective norms, and perceived behavioral control. behavioral control. This study contributes to the literature by demonstrating the explanatory power of behavioral control theory. planned in the context of natural medicinal products from the perspective of Indonesian society.

References

Ahmad, W., Kim, W.G., Anwer, Z., & Zhuang, W. (2020). Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped? Journal of Business Research, 110, 228–236. https://doi.org/10.1016/j.jbusres.2020.01.040

Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human behavior and emerging technologies, 2(4), 314-324. https://doi.org/10.1002/hbe2.195Digital Object Identifier (DOI)

Amoako G. K., Dzogbenuku R. K., & Abubakari, A. (2020), "Do green knowledge and attitude influence the youth's green purchasing? Theory of planned behavior". International Journal of Productivity and Performance Management, Vol. 69 No. 8 pp. 1609–1626. https://doi.org/10.1108/IJPPM-12-2019-0595

Anderson, J. C., & Gerbing, D. W. (1988) Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103, 411-423.

http://dx.doi.org/10.1037/0033-2909.103.3.411

Ates, H. (2020). Merging theory of planned behavior and value identity personal norm model to explain pro-environmental behaviors. Sustainable Production and Consumption, 24, 169–180. https://doi.org/10.1016/j.spc.2020.07.006

Baysan, U., Elmas, F., & Koç, M. (2019). The effect of spray drying conditions on physicochemical properties of encapsulated propolis powder. Journal of Food Process Engineering, 42(4), e13024. https://doi.org/10.1111/jfpe.13024Digital Object Identifier (DOI)

Chen, Y., Chang, T., Li, H., & Chen, Y. (2020) The influence of green brand affect on green purchase intentions: The mediation effects of green brand associations and green brand attitude. International Journal of Environmental Research and Public Health, 17, 4089. https://doi.org/10.3390/ijerph17114089

Conner, M., Norman, P., & Bell, R. (2002). The theory of planned behavior and healthy eating. Health Psychology, 21(2), 194–201. https://doi.org/10.1037/0278-6133.21.2.194

El-Sakhawy, M., Salama, A. & Mohamed, S.A.A. (2024). Propolis applications in food industries and packaging. Biomass Conversion and Biorefinery. 14, 13731–13746. https://doi.org/10.1007/s13399-023-04044-9

Fan, C., Chen, I., Ko, N., Yen, C., Lin, C., Griffiths, M., & Pakpour, A. (2021) Extended theory of planned behavior in explaining the intention to COVID-19 vaccination uptake among mainland Chinese university students: An online survey study. Hum Vaccin Immunother, 17, 3413–3420. https://doi.org/10.1080/21645515.2021.1933687

For Insights Consultancy (2024). Analisis Tren Pasar Obat Herbal Organik Berdasarkan Jenis (Fungsi Obat, Bagian Obat, Bahan Aktif) Berdasarkan Aplikasi (Herbalisme Barat, Pengobatan Tradisional Cina, Lainnya) & Wilayah (Amerika Utara, Eropa, APAC, MEA, Amerika Selatan) - Prakiraan Global hingga 2030, forinsightsconsultancy.com, tersedia di: https://www.forinsightsconsultancy.com/id/laporan/pasar-jamu-organik#:~:text=Obat%20Herbal%20Organik%20Tren%20Pasar,solusi%20kesehatan%20alami%20dan%20holistik, diakses pada tanggal 4 November 2025

Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservablevariables and measurement error, Journal of Marketing Research, 18, 39–50. https://doi.org/10.1177/002224378101800104

Grehenson, G. (2025). Minim Ahli Botani dan Farmakognosi, Pengembangan Bahan Obat Alami Belum Optimal, ugm.ac.id, tersedia di: https://ugm.ac.id/id/berita/minim-ahli-botani-dan-farmakognosi-pengembangan-bahan-obat-alami-belum-optimal/#:~:text=Bayu%20melihat%20adanya%20pertumbuhan%20pasar,(jamu)%2C%E2%80%9D%20katanya, diakses pada tanggal 4 November 2025

Hagger, M.S., Cheung, M., Ajzen, I., & Hamilton, K. (2022) Perceived behavioral control moderating effects in the theory of planned behavior: A meta-analysis. Health Psychology, 41(2), 155-167. https://doi.org/10.1037/hea0001153

Hair, J., Anderson, R., Babin, B., & Black, W. (2010). Multivariate Data Analysis: A Global Perspective (Vol. 7); Pearson: Upper Saddle River, NJ, USA.

Han, H. (2020). Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products. Business Strategy and the Environment, 29, 2815–2828.

Hoyle, R. (1995). Structural Equation Modeling: Concepts, Issues, and Applications; Sage: Newcastle upon Tyne, UK, 1995.

Irigoiti, Y., Navarro, A., Yamul, D., Libonatti, C., Tabera, A., & Basualdo, M. (2021). The use of propolis as a functional food ingredient: A review. Trends in Food Science and Technology, 115, 297–306. https://doi.org/10.1016/j.tifs.2021.06.041

Jang, R., Lee, W. S., & Moon, J. (2024). Relationship between Presentation, Attitude, and In-Flight Meal Food Healthiness: Moderating Role of Familiarity. Foods, 13(13), 2111. https://doi.org/10.3390/foods13132111

Janssen, L., & Bogaert, E. A. M. (2023). Nutri-Score Vs. Nutrition Claim: The Effects of Incongruent Front-of-Pack Nutritional Information on Consumer Perceptions of Product Healthiness, Brand Attitude, and Purchase Intention. Journal of Food Products Marketing, 29(2–3), 69–81. https://doi.org/10.1080/10454446.2023.2205351

Karimian, Z., Sadat, Z., Afshar, B., Hasani, M., Araban, M., & Kafaei Atrian, M. (2021). Predictors of self medication with herbal remedies during pregnancy based on the theory of planned behavior in Kashan, Iran. BMC Complementary Medicine and Therapies, 21, 211. https://doi.org/10.1186/s12906-021-03353-8

Kim, S., & Jung, Y. (2023). Development of Semantic Differential Scales for Artificial Intelligence Agents. International Journal of Social Robotics, 15, 1155–1167. https://doi.org/10.1007/s12369-023-01010-3

Lim H. R. & An, S. (2021). Intention to purchase wellbeing food among Korean consumers: An application of the Theory of Planned Behavior. Food Quality and Preference, 88:104101. https://doi.org/10.1016/j.foodqual.2020.104101

Lukmawan, W. R., & Wulandari, R. (2024). Does Green-Label Influence Green Purchase Intention, Attitude, Subjective Norms, Behavioral Control, and Willingness To Pay as Moderation?. International Research Journal of Business Studies, 17(2), 143-161. https://doi.org/10.21632/irjbs.17.2.143-161

Mardius, P. R., Sulastri, S., Shihab, M. S., & Yuliani, Y. (2023). Eco-label, environmental concern, and green purchase behavior: A perspective of Gen-Z on eco-friendly cement. Jurnal Manajemen Maranatha, 22(2), 193–202. https://doi.org/10.28932/jmm.v22i2.6363

Metcalf, D. A., Wiener, K. K. K., Saliba, A., & Sugden, N. (2021). Evaluating the acceptance of hemp food in Australian adults using the theory of planned behavior and structural equation modelling. Foods, 10(9), 2071. https://doi.org/10.3390/foods10092071

Mohd Suki N (2016), "Green product purchase intention: impact of green brands, attitude, and knowledge". British Food Journal, Vol. 118 No. 12 pp. 2893–2910, doi: https://doi.org/10.1108/BFJ-06-2016-0295

Mohr, S., & Kühl, R. (2021). Acceptance of artificial intelligence in German agriculture: an application of the technology acceptance model and the theory of planned behavior. Precision Agriculture, 22, 1816–1844 https://doi.org/10.1007/s11119-021-09814-x

Moon, J., Lee, W., Shim, J., & Hwang, J. (2023). Structural Relationship between Attributes of Technology Acceptance for Food Delivery Application System: Exploration for the Antecedents of Perceived Usefulness. Systems, 11(8), 419. https://doi.org/10.3390/systems11080419

Mountford-McAuley, R., Prior, J., & Clavijo McCormick, A. (2021). Factors affecting propolis production. Journal of Apicultural Research, 62(1), 162–170. https://doi.org/10.1080/00218839.2021.1938456

Nivetha, T., Uma, K., & Flowrine, P. (2020). A Study on Consumer Purchasing Behavior towards Herbal Products using Theory of Planned Behavior (TPB). International Journal of Current Microbiology and Applied Sciences, 9(8), 3290-3296. https://doi.org/10.20546/ijcmas.2020.908.376

Rasyad, H. M. (2024). BPOM Dukung Penguatan Ekspor, dorong Pengenalan Jamu Secara Global, pom.go.id, tersedia di: https://www.pom.go.id/berita/bpom-dukung-penguatan-ekspor-dorong-pengenalan-jamu-secara-global, diunduh pada tanggal 4 November 2025

Saadi, H., Jafari, S., & Karimi, S. (2023). Factors affecting the intention of Iranian rural women to use medicinal herbs. BMC Complementary Medicine and Therapies, 23(1), 170. https://doi.org/10.1186/s12906-023-03964-3

Shalender, K., & Sharma, N. Using extended theory of planned behaviour (TPB) to predict adoption intention of electric vehicles in India. Environment, Development, and Sustainabiulity, 23, 665–681 (2021). https://doi.org/10.1007/s10668-020-00602-7

Soliman, M. (2019). Extending the Theory of Planned Behavior to Predict Tourism Destination Revisit Intention. International Journal of Hospitality & Tourism Administration, 22(5), 524–549. https://doi.org/10.1080/15256480.2019.1692755

Su, Y., Zhu, Z., Chen, J., Jin, Y., Wang, T., Lin, C.-L., & Xu, D. (2021). Factors Influencing Entrepreneurial Intention of University Students in China: Integrating the Perceived University Support and Theory of Planned Behavior. Sustainability, 13(8), 4519. https://doi.org/10.3390/su13084519

Sun K. A. & Moon J. (2024). The Theory of Planned Behavior and Antecedents of Attitude toward Bee Propolis Products Using a Structural Equation Model. Foods, 13(18): 3002. https://doi.org/10.3390/foods13183002

Syafrizal, So, I. G., & Vafaei-Zadeh, A. (2024). Customers’ Purchase Intentions on Herbal Products and Supplements During the COVID-19 Pandemic. Binus Business Review, 15(1), 79−91. https://doi.org/10.21512/bbr.v15i1.10447

Tama, R., Ying, L., Yu, M., Hoque, M., Adnan, K., & Sarker, S. (2021). Assessing farmers’ intention towards conservation agriculture by using the Extended Theory of Planned Behavior. Journal of Environmental Management, 280, 111654. https://doi.org/10.1016/j.jenvman.2020.111654

Theben, A., Gerards, M., & Folkvord, F. (2020). The Effect of Packaging Color and Health Claims on Product Attitude and Buying Intention. International Journal of Environmental Research and Public Health, 17(6):1991. https://doi.org/10.3390/ijerph17061991

Tian, Y., Chan, T., Suki, N., & Kasim, M. (2023). Moderating Role of Perceived Trust and Perceived Service Quality on Consumers’ Use Behavior of Alipay e-wallet System: The Perspectives of Technology Acceptance Model and Theory of Planned Behavior. Human Behavior and Emerging Technologies, 2023, 5276406. https://doi.org/10.1155/2023/5276406Digital Object Identifier (DOI)

Tudoran, A., Olsen, S. O., & Dopico, D. C. (2009). The effect of health benefit information on consumers health value, attitudes and intentions. Appetite, 52(3): 568-579. https://doi.org/10.1016/j.appet.2009.01.009

Yaman Turan, N., Turker, E. & Insaatci, Ö. (2021). Microparticles loaded with propolis to make antibacterial cotton. Cellulose, 28, 4469–4483 https://doi.org/10.1007/s10570-021-03783-0

Yarimoglu, E., & Gunay, T. (2020). The extended theory of planned behavior in Turkish customers’ intentions to visit green hotels. Business Strategy and the Environment, 29, 1097–1108. https://doi.org/10.1002/bse.2419Digital Object Identifier (DOI)

Yilmazel, G., & Naçar, M. (2015). Herbal products: Utilization, knowledge and attitudes of Turkish adults. International Journal of Basic & Clinical Pharmacology, 4(3), 499 505. https://doi.org/10.18203/2319-2003.ijbcp20164099

Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Samah, A. (2021). The effects of consumer attitude on green purchase intention: A metanalytic path analysis. Journal of Business Research, 132, 732–743. https://doi.org/10.1016/j.jbusres.2020.10.053