The Effect of Self-characteristics on the Intention to Consume Functional Foods

: In the consumer behavior literature, self-characteristics were factors that need to be considered by companies so they could successfully market their products. A consumer has many self-characteristics variables. Companies must identify certain characteristics that merit their attention. This research aims to test the effect of two self-characteristic variables; innovativeness and cosmopolitan lifestyle on the intention to consume functional food that can prevent hypertension. The research was conducted using a quantitative research design. The data was gathered through a survey with a questionnaire. The respondents were thirty undergraduate students from the international class of a public university in Indonesia. The data analyses process included validity and reliability tests and multiple regressions test. The results show that innovativeness and cosmopolitan lifestyle did not have an impact on the intention to consume functional foods that can prevent hypertension.