The Impact of Perceived Risk on Purchase Intention of Rusip among Generation Z: The Mediating Role of Food Neophobia.

Abstract

Traditional fermented foods are an important part of cultural heritage and local gastronomy; however, their acceptance among younger consumers remains limited due to concerns about safety, quality, and unfamiliar sensory characteristics. This study examines the effect of perceived risk on purchase intention toward Rusip, a traditional fermented fish product from Bangka Belitung, Indonesia, among Generation Z consumers. It also investigates the mediating role of food neophobia in this relationship. A quantitative approach was employed using a cross-sectional survey. Data were collected from Generation Z consumers in Indonesia through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that perceived risk positively influences food neophobia and negatively influences purchase intention. Food neophobia was also found to have a negative effect on purchase intention and partially mediates the relationship between perceived risk and purchase intention. These findings indicate that consumers’ reluctance to try unfamiliar foods is an important factor influencing their intention to purchase traditional fermented foods. This study contributes to the literature on traditional food consumption by integrating perceived risk and food neophobia theories. The findings also provide practical insights for producers and policymakers to enhance the acceptance of traditional fermented foods among Generation Z through strategies that reduce perceived risk and increase product familiarity.