Exploring food neophobic and consumption motives of Indonesian Gen Z toward traditional beverage (case study: Beras Kencur , Indonesian traditional beverage)

This study explored Indonesian Gen Z’s interest and collect information to understand Indonesian Gen Z’s perspectives on Beras Kencur, Indonesian traditional beverage. A survey of 500 respondents of Indonesian Gen Z born in 1997–2005 was implemented to examine sociodemographic profiles, food neophobia, and food choice motives toward Beras Kencur. Although often seen as complicated and less popular, among the participants, food neophilic classifications were more prevalent than food neophobic classifications and still willing to consume Beras Kencur because it’s affordable, made from natural ingredients, and familiar to them. Those findings support previous research regarding Gen Z’s consistency with unfamiliar foods.