Consumer Acceptance of Value-Added Traditional Rice Products in Urban Markets: A Fuzzy Set QCA Approach

Grounded in the Theory of Planned Behavior (TPB), this study examines the key behavioral and perceptual factors influencing urban consumer acceptance of value-added traditional rice products. These products, which include ready-to-eat snacks, fortified variants, and minimally processed rice-based items, are gaining attention for their nutritional and cultural significance. The primary aim of this paper is to identify and analyze the configurations of factors that lead to consumer acceptance of these products in urban markets. Using fuzzy-set Qualitative Comparative Analysis (fsQCA) on responses from 150 urban consumers across three metropolitan regions, the study evaluates the combinatory influence of perceived health benefits, taste preference, price sensitivity, product availability, packaging design, social influence, and brand familiarity. The analysis revealed that while no single factor was necessary, certain configurations of conditions—such as high perceived health benefits, aesthetically appealing packaging, and moderate price concern—were sufficient to drive consumer acceptance. These findings highlight the non-linear and multi-causal nature of food adoption behavior in urban settings and offer practical implications for entrepreneurs, marketers, and policymakers aiming to reposition traditional grains as attractive, health-driven alternatives in the growing functional food market.