Consumer Acceptance of Herbal Drinks as Functional Beverages: Evidence from Generation Z in Indonesia

¹ Faculty of Economics and Business, Universitas Pendidikan Nasional, Indonesia
² Departement of Business Administration, Asia University, Taiwan
³ Universitas Muhammadiyah Purwokerto, Indonesia
⁴ National Yunlin University of Science and Technology, Taiwan

^* Corresponding author: ratihnurmalasari@undiknas.ac.id

Abstract

This study investigates consumer acceptance of herbal drinks among Generation Z in Indonesia, examining how demographic factors, prior knowledge, experiences, sensory attributes, and purchasing intentions influence preferences. A sample of 30 respondents participated in surveys and organoleptic tests to evaluate the products. Results indicated significant correlations between age, gender, and disposable income with beverage choices. Health consciousness was identified as a primary motivator for consumption. Sensory evaluations revealed that herbal drinks were rated higher for color and aroma but lower for flavor and aftertaste than competitor products, which largely contributed to reduced purchase interest. These findings suggest that despite positive perceptions of health benefits and appearance, limitations in flavor profiles hinder market acceptance among the target demographic. Managerial implications include the need for brands to innovate in flavor formulations, optimize sensory appeal, and implement targeted marketing strategies that highlight product benefits while addressing sensory shortcomings. By understanding the interplay between demographic characteristics, health motivations, and sensory preferences, businesses can better position herbal drinks to increase consumer engagement. This study provides actionable insights for product development and marketing strategies to enhance acceptance among Generation Z in Indonesia.