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"ABSTRAKPenelitian ini mengeksplorasi niat perilaku pro-lingkungan dalam pengaturan restoran, yang berfokus pada menu perilaku makan berkelanjutan. Tujuan dari penelitian ini adalah untuk memahami niat perilaku konsumen dalam memilih menu pilihan nabati organik di restoran, serta niat mereka untuk mengunjungi restoran yang menampilkan menu pilihan nabati organik. Model pada penelitian ini mengadopsi pendekatan integratif dari Theory of Planned Behavior (TPB) dan Norm Activation Model (NAM), dengan penambahan dua hubungan antar variabel untuk mengatasi kesenjangan dari penelitian sebelumnya. Sebanyak 383 tanggapan dikumpulkan dari konsumen aktual dan potensial dari makanan dan minuman nabati organik di Indonesia yang berusia minmal 18 tahun. Penelitian ini menggunakan Structural Equation Modeling (SEM), khususnya pendekatan CB-SEM yang dianalisis menggunakan LISREL 8.8. Temuan menunjukkan personal norm, attitude, dan perceived behavioral control adalah penentu niat untuk memilih menu pilihan nabati organik, yang pada akhirnya mendorong niat untuk mengunjungi restoran yang menampilkan menu nabati organik. Hasil menunjukan bahwa subjective norm memiliki pengaruh langsung yang tidak signifikan terhadap niat konsumen, namun subjective norm secara tidak langsung mempengaruhi niat konsumen melalui personal norm. Selanjutnya, perceived behavioural control ditemukan menjadi motif yang paling menonjol untuk memprediksi niat konsumen. Implikasi manajerial dari penelitian ini dibahas lebih lanjut bersama rekomendasi untuk penelitian masa depan.

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ABSTRACT

This research explores pro-environmental behavior intention in a restaurant setting, especially it focuses on sustainable or green menu dining behavior. The purpose of this study is to understand consumer behavioral intention on choosing organic plant-based menu item at a restaurant, as well as their intention to visit restaurant featuring organic plant-based menu items. The study model adopts an integrative approach of the Theory of Planned Behavior (TPB) and Norm Activation Model (NAM), in addition to two additional relationships to address the gap of previous research. A total of 383 responses is gathered from an actual and potential consumer of organic plant-based food and beverages in Indonesia which is at least 18 years old. This study uses Structural Equation Modelling (SEM), particularly the CB-SEM approach that is analyzed using LISREL 8.8. The findings indicate personal norm, attitude, and perceived behavioral control are the determinants of intention to choose organic plant-based menu items, which ultimately drive intention to visit a restaurant that features an organic plant-based menu. The result indicates subjective norm has a non-significant effect directly towards consumer intention, however subjective norm indirectly influences intention through the personal norm. Further, perceived behavioral control is found to be the most salient motive to predict consumer intention. The managerial implication of the research is discussed further alongside recommendations for future research."

"Commercialization of bioethanol has recently intensified due to its market stability, low cost,sustainability, alternative fuel energy composition, greener output and colossal fossil fuel depletion. Recently, because of greenhouse intensity worldwide, many researches are ongoing to reprocess the waste as well as turning down the environmental pollution. With this scenario, the invention of bioethanol was hailed as a great accomplishment to transform waste biomass to fuel energy and in turn reduce the massive usages of fossil fuels. In this study, our review enlightens various sources of plant-based waste feed stocks as the raw materials for bio ethanol production because they do not adversely impact the human food chain. However, the cheapest and conventional fermentation method, yeast fermentation is also emphasized here notably for waste biomass-to-bio ethanol conversion. Since the key fermenting agent, yeastis readily available in local and international markets, it is more cost-effective in comparison with other fermentation agents. Furthermore, yeasthas genuine natural fermentation capability biologically and it produces zero chemical waste. This review also concerns a detailed overview of the biological conversion processes of lignocellulosic waste biomass-to-bio ethanol, the diverse performance of different types of yeasts and yeast strains, plus bioreactor design, growth kinetics of yeast fermentation, environmental issues, integrated usages on modern engines and motor vehicles, as well as future process development planning with some novel co-products."

"Commercialization ofbioethanol has recently intensified due to its market stability, low cost,sustainability, alternative fuel energy composition, greener output andcolossal fossil fuel depletion. Recently, because of greenhouse intensityworldwide, many researches are ongoing to reprocess the waste as well asturning down the environmental pollution. With this scenario, the invention ofbioethanol was hailed as a great accomplishment to transform waste biomass tofuel energy and in turn reduce the massive usages of fossil fuels. In thisstudy, our review enlightens various sources of plant-based waste feed stocksas the raw materials for bioethanol production because they do not adverselyimpact the human food chain. However, the cheapest and conventionalfermentation method, yeast fermentation is also emphasized here notably forwaste biomass-to-bioethanol conversion. Since the key fermenting agent, yeastis readily available in local and international markets, it is morecost-effective in comparison with other fermentation agents. Furthermore, yeasthas genuine natural fermentation capability biologically and it produces zerochemical waste. This review also concerns a detailed overview of the biologicalconversion processes of lignocellulosic waste biomass-to-bioethanol, thediverse performance of different types of yeasts and yeast strains,plusbioreactor design, growth kinetics of yeast fermentation, environmentalissues, integrated usages on modern engines and motor vehicles, as well asfuture process development planning with some novel co-products."

"Jumlah vegetarian dan restoran yang menyediakan menu dengan daging alternatif berbasis nabati meningkat di Indonesia. Adanya kesadaran untuk memilih makanan lebih sehat menjadi salah satu dorongan peningkatan tersebut terjadi, namun ternyata masih ada beberapa alasan lain dalam mengonsumsi daging alternatif ini. Penelitian ini ingin mengetahui hubungan antara motivasi, yang dikategorikan menjadi push dan pull, terhadap subjective well-being dan loyalitas pada pelanggan vegetarian Indonesia. Penelitian kuantitatif ini dilakukan dengan kuesioner yang disebarkan secara daring dan melibatkan 204 responden. Analisis data dilakukan dengan uji validitas, reliabilitas, deskriptif, dan PLS-SEM. Hasil penelitian menunjukkan bahwa kedua kelompok motivasi berpengaruh signifikan dan positif terhadap subjective well-being, namun push motivation memiliki pengaruh yang lebih signifikan. Perceived vitality dan affective well-being sebagai dua komponen subjective well-being berpengaruh signifikan dan positif pada loyalitas. Implikasi dari penelitian ini adalah menjadi salah satu acuan bagi manajemen dan pemasar dalam membuat strategi promosi pada produk daging berbasis nabati berdasarkan kepentingan vegetarian dalam memilih makanan.

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The number of vegetarians and restaurants serving plant-based meat alternatives menus is increasing in Indonesia. The awareness to choose healthier food was one of the reasons for this increase to occur, but apparently, there are several other reasons for consuming plant-based meat alternatives. This study aims to investigate the relationship between motivation, which is categorized as push and pull, on subjective well-being and loyalty in vegetarian customers in Indonesia. This quantitative study used an online questionnaire and involved a total of 204 respondents. The collected data was analyzed by validity, reliability, descriptive, and partial least square structural equation modeling tests. The results showed that both groups of motivation had a significant and positive influence on subjective well-being, and push motivation had a more significant effect. Perceived vitality and affective well-being as two components of subjective well-being had a significant and positive influence on loyalty. The implication of this study is marketers could conduct promotional campaigns for plant-based meat alternatives products based on the vegetarians’ motives in choosing food."

"This paper explores the global expansion and innovation strategies of V2food, an Australian plant-based meat startup with the mission to offer affordable and sustainable plant-based meat alternatives to mainstream consumers. The analysis is framed by theoretical models including Porter’s Diamond and the Resource-Based View (RBV), it evaluates V2food’s competitive landscape, essential resources, and approaches to innovation. Three strategic growth paths are proposed: (1) international expansion into high-demand regions like Europe and North America, (2) enhancing R&D capabilities for product differentiation, and (3) collaborating with food chains and penetrating mainstream markets. After thorough analysis, this paper recommends global expansion for the most promising long-term growth strategy. This approach includes maintaining regional partnerships, employing agile developments, and a hybrid organizational structure to position V2food in becoming a leader in sustainable plant-based food innovation.

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. Makalah ini mengeksplorasi ekspansi global dan strategi inovasi dari V2food, startup daging plant-based asal Australia yang bermisi untuk menawarkan alternatif daging berbahan nabati yang terjangkau dan keberlanjutan untuk konsumer umum. Analisis ini terdiri model teoritikal termasuk Porter’s Diamond dan Resource-Based View (RBV), yang mengevaluasi lanskap kompetisi V2food, sumber daya penting, dan pendekatan inovasinya. Tiga jalur strategi pertumbuhan telah diusulkan: (1) ekspansi internasional menuju wilayah dengan permintaan tinggi seperti Eropa dan Amerika Utara, (2) peningkatan kapabilitas R&D untuk diferensiasi produk, dan (3) kolaborasi dengan jaringan restoran dan memasuki pasar umum. Setelah analisa yang menyeluruh, makalah ini merekomendasikan ekspansi global sebagai strategi jangka panjang yang paling menjanjikan. Pendekatan ini melibatkan penjagaan kemitraan regional, menjalankan perkembangan agile, dan struktur organisasi hibrida untuk memposisikan V2food dalam menjadi pemimpin di inovasi makanan berbasis nabati berkelanjutan."

"This paper explores the global expansion and innovation strategies of V2food, an Australian plant-based meat startup with the mission to offer affordable and sustainable plant-based meat alternatives to mainstream consumers. The analysis is framed by theoretical models including Porter’s Diamond and the Resource-Based View (RBV), it evaluates V2food’s competitive landscape, essential resources, and approaches to innovation. Three strategic growth paths are proposed: (1) international expansion into high-demand regions like Europe and North America, (2) enhancing R&D capabilities for product differentiation, and (3) collaborating with food chains and penetrating mainstream markets. After thorough analysis, this paper recommends global expansion for the most promising long-term growth strategy. This approach includes maintaining regional partnerships, employing agile developments, and a hybrid organizational structure to position V2food in becoming a leader in sustainable plant-based food innovation.

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. Makalah ini mengeksplorasi ekspansi global dan strategi inovasi dari V2food, startup daging plant-based asal Australia yang bermisi untuk menawarkan alternatif daging berbahan nabati yang terjangkau dan keberlanjutan untuk konsumer umum. Analisis ini terdiri model teoritikal termasuk Porter’s Diamond dan Resource-Based View (RBV), yang mengevaluasi lanskap kompetisi V2food, sumber daya penting, dan pendekatan inovasinya. Tiga jalur strategi pertumbuhan telah diusulkan: (1) ekspansi internasional menuju wilayah dengan permintaan tinggi seperti Eropa dan Amerika Utara, (2) peningkatan kapabilitas R&D untuk diferensiasi produk, dan (3) kolaborasi dengan jaringan restoran dan memasuki pasar umum. Setelah analisa yang menyeluruh, makalah ini merekomendasikan ekspansi global sebagai strategi jangka panjang yang paling menjanjikan. Pendekatan ini melibatkan penjagaan kemitraan regional, menjalankan perkembangan agile, dan struktur organisasi hibrida untuk memposisikan V2food dalam menjadi pemimpin di inovasi makanan berbasis nabati berkelanjutan."

"Purpose: This study examines the influence of host country’s national culture and innovation level on choice of entry mode in the context of the internationalization of plant-based food companies.Design/methodology/approach: A quantitative study was performed using data collected from Hofstede's dimensions, and UNESCO Institute of Statistics, and mode of entry, were controlled by both country-level and firm-level variables, then assessed with logistic regression.Findings: It is found that the more individualistic a culture is, the more likely plant-based food firms enter the country with higher degree of control entry mode, which is equity-based mode, whereas uncertainty avoiding culture and R&D expenditures for food innovation was not observed significant in influencing entry mode choice by plant-based food companies.Research Limitations: Due to unavailability of food innovation index per country, firm-specific variables such as R&D intensity, were unable to be included in the equation. Future research should seek the influence of the country ability in green innovation and R&D investment towards the internationalization strategy for green companies.Practical Implications: This study provides new insights of entry modes, as it explores the relationship between national culture and innovation level in the expansion of plant-based food companies, representing the emerging food innovations in the agricultural industry.

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Tujuan: Studi ini menguji pengaruh budaya nasional negara tuan rumah dan tingkat inovasi terhadap pilihan mode masuk dalam konteks internasionalisasi perusahaan makanan berbasis tumbuhan.

Desain/metodologi/pendekatan: Studi kuantitatif dilakukan dengan menggunakan data yang dikumpulkan dari dimensi-dimensi Hofstede dan Institut Statistik UNESCO, serta mode masuk yang dikendalikan oleh variabel tingkat negara dan tingkat perusahaan, kemudian dievaluasi dengan regresi logistik.

Temuan: Ditemukan bahwa semakin individualistik budaya suatu negara, semakin mungkin perusahaan makanan berbasis tumbuhan memasuki negara dengan mode masuk yang memiliki tingkat kontrol yang lebih tinggi, yaitu mode berbasis ekuitas, sedangkan budaya menghindari ketidakpastian dan pengeluaran R&D untuk inovasi makanan tidak teramati secara signifikan mempengaruhi pilihan mode masuk oleh perusahaan makanan berbasis tumbuhan.

Batasan Penelitian: Karena tidak tersedianya indeks inovasi makanan per negara, variabel spesifik perusahaan seperti intensitas R&D tidak dapat dimasukkan dalam persamaan. Penelitian masa depan harus mencari pengaruh kemampuan negara dalam inovasi hijau dan investasi R&D terhadap strategi internasionalisasi perusahaan hijau.

Implikasi Praktis: Studi ini memberikan wawasan baru mengenai mode masuk, karena mengeksplorasi hubungan antara budaya nasional dan tingkat inovasi dalam ekspansi perusahaan makanan berbasis tumbuhan, yang mewakili inovasi makanan yang sedang berkembang dalam industri pertanian."

"Penelitian ini bertujuan untuk memahami bagaimana terminal value yang mencerminkan manfaat simbolis dan instrumental value yang mencerminkan manfaat fungsional memengaruhi consumer sustainability consciousness dan behavioral intention untuk membeli kembali, merekomendasikan, dan meningkatkan konsumsi plant-based food. Penelitian ini juga melihat perbedaan ukuran pengaruh oleh setiap value, serta signifikansi efek mediasi oleh consumer sustainability consciousness pada hubungan pengaruh antara setiap value dengan behavioral intention. Penelitian ini menggunakan sampel 346 konsumen plant-based food dalam setahun terakhir yang berusia 18 tahun ke atas di Indonesia. Partial Least Squares - Structural Equation Modelling (PLS-SEM) digunakan untuk menganalisis data dalam penelitian ini. Penelitian ini membuktikan bahwa terminal value dan instrumental value berpengaruh positif terhadap consumer sustainability consciousness dan behavioral intention. Penelitian ini juga menemukan bahwa terminal value berpengaruh lebih besar dibandingkan instrumental value, baik terhadap consumer sustainability consciousness maupun behavioral intention. Efek mediasi oleh consumer sustainability consciousness juga ditemukan signifikan.

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This study aims to understand how terminal value that reflects symbolic benefits and instrumental value that reflects functional benefits affect consumer sustainability consciousness and behavioral intention to repurchase, recommend, and increase the purchase of plant-based food. This study also looks at the difference in the influence size by each value and the significance of the mediating effect of consumer sustainability consciousness on the relationship between each value and behavioral intention. This study used a sample of 346 plant-based food consumers in the past year who were 18 years and over in Indonesia. Partial Least Squares - Structural Equation Modeling (PLS-SEM) is used to analyze the data in this study. This study proves that terminal value and instrumental value have a positive influence on consumer sustainability consciousness and behavioral intention. This study also found that terminal value has a more significant influence than instrumental value, both on consumer sustainability consciousness and behavioral intention. The mediating effect of consumer sustainability consciousness was also found to be significant."