Consumer segmentation analysis of microalgae-based foods in indonesia: A finite mixture partial least squares (FIMIX-PLS) approach

Microalgae are increasingly recognized as a sustainable food (SF) source in developing countries such as Indonesia, which faces persistent food scarcity and nutritional challenges amid rapid population growth. With its tropical climate and abundant sunlight, Indonesia offers strong potential for microalgae cultivation; however, public acceptance of microalgae-based foods (MBF) remains limited. This study investigates the determinants of consumers’ intention to try microalgae-based foods (IT_MBF) and classifies market segments based on demographic and behavioral factors that influence this intention. Data were obtained through an online survey yielding 692 valid responses and analyzed using Structural Equation Modeling (SEM) and FIMIX-PLS. The proposed framework extends the Theory of Planned Behavior (TPB) by incorporating Knowledge about Sustainable Food (KSF) and Neophobia toward New Foods (NNF). The results demonstrate that IT_MBF is significantly shaped by KSF, NNF, attitudes toward MBF, subjective norms concerning SF, and perceived behavioral control of new foods. FIMIX-PLS segmentation identified four distinct consumer segments: Sustainability-Driven Neophobes, Informed Passive Receivers, Curious but Restricted, and Independent Knowledge Holders, each exhibiting heterogeneous behavioral mechanisms. The findings provide strategic insights for stakeholders in the microalgae food sector, including producers, policymakers, and cultivators, highlighting the need for targeted strategies based on consumer value segmentation. Given consumers’ limited familiarity with microalgae products, educational communication and sensory experience initiatives are recommended to strengthen market acceptance through focused segmentation approaches.