“…Research on Asian consumer behavior in buying noodle products has grown in the last ten years (e.g., Eddyono & Subroto, 2014;Gulia et al, 2014;Huh et al, 2017;Sikander et al, 2017;Sutrisna et al, 2018;Wartaka & Sumardjono, 2020). Changes in consumer behavior are driven by many factors, such as the Covid-19 pandemic (Verma & Naveen, 2021), lifestyle (Marina et al, 2023), green and environmental awareness (Zameer & Yasmeen, 2022); halal awareness (Anggadwita et al, 2019;Arifin et al, 2022) and health awareness (Das et al, 2022;Harimurti et al, 2017). Yang & Kim (2021) stated that the consumer group with utilitarian goals feels better when consuming instant noodles, reducing unhealthy ingredients.…”