Pandalungan Consumers Decision Making on Purchasing Culinary Product: An Experimental Study on Price, Halal and Eco-Friendly Label

This study aims to analyze the considerations of consumers with Pandalungan cultural backgrounds in buying culinary products, especially during the covid-19 pandemic. The pandemic has made people more selective in choosing healthy and affordable culinary products. Halal and eco-friendly labels on any products are viewed as a guarantee of good quality. Based on the attribution theory, purchasing decisions are determined by several factors. By conducting a 2x2x2 factorial experiment (price, halal, and eco-friendly label) involving 304 participants from the Pandalungan community, this study found that price and halal label influence Pandalungan consumers in purchasing culinary products, whereas eco-friendly labels have no effect. Thus, this study shows that Pandalungan consumers should increase their awareness about eco-friendly products, not only products with halal labels and low prices. A significant contribution of this study lies in its ability to shed light on the pressing need for heightened eco-consciousness within the Pandalungan consumer base. While Halal certifications and competitive pricing continue to hold sway in their decision-making processes, the study underscores the imperative of expanding their awareness and consideration of eco-friendly products. Such a holistic perspective is not only vital in the context of the Covid-19 pandemic but also resonates with broader sustainability concerns and the evolving landscape of consumer preferences, offering valuable insights for both scholars and practitioners in the field of consumer behavior.