CAN MYTHS, RITUALS, AND MAGIC INCREASE SELF-EFFICACY AND CONSUM-ER BEHAVIOR FOR INCREASING A HEALTHY LIFESTYLE?

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J u r n a l A p l i k a s i M a n a j e m e n J o u r n a l o f A p p l i e d M a n a g e m e n t

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CAN MYTHS, RITUALS, AND MAGIC INCREASE SELF-EFFICACY AND CONSUMER

BEHAVIOR FOR INCREASING A HEALTHY LIFESTYLE?

Sahnaz Ubud Vina Valencia Santoso

Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Indonesia

Abstract: Nowadays, the healthy lifestyle of modern society has increased.

However, modern society still considers myths, rituals, and magic to improve their healthy lifestyle. This study aims to discover how myths, rituals, and magic, which are part of the consumer behavior culture, increase self-efficacy and healthy lifestyle behavior in modern society. This research used a qualitative approach based on consumer behavior and self-efficacy in the healthy lifestyle for breastfeeding mothers. In-depth interviews were conducted to deter- mine the self-efficacy among eleven breastfeeding mothers in improving a healthy lifestyle. The coding process for all participants used NVivo to analyze the interviews' results. The interviews indicated that most informants still believe in myths, rituals, and magic about breastfeeding mothers. It indicates that Indonesians having a solid culture, still believe that myths, rituals, and magic could be considered in increasing self-efficacy and healthy lifestyle behavior.

So, a healthy lifestyle is currently a significant concern in the community, especially during the Covid-19 pandemic. Covid-19 has changed many routines in ways that no one could anticipate so that it can reduce the community's healthy lifestyle,especially for breastfeeding mothers. Indonesian, who currently live in the millennial era, still consider that culture as one of the considerations in improving healthy living behavior.Further research should consider how the sustainability of healthy lifestyle behavior is seen from social capital through knowledge mechanisms regarding current healthy environmental issues and consumer involvement in the environment. In addition, paying attention to ethics and ethnicity in society is crucial in discussing community culture, especially when considering consumers' healthy lifestyles.

Keywords: Myth, Ritual, Magic, Self-Efficacy, Healthy Lifestyle Behavior

CITATION

I N D E X E D I N

D O A J - D i r e c t o r y o f O p e n A c c e s s J o u r n a l s

A C I - A S E A N C i t a t i o n I n d e x S I N T A - S c i e n c e a n d T e c h n o l o g y I n d e x

D i m e n s i o n s G o o g l e S c h o l a r R e s e a c h G a t e G a r u d a

I P I - I n d o n e s i a n P u b l i c a t i o n I n d e x

I n d o n e s i a n O N E S e a r c h

C O R R ES P O N D I N G A U T H O R

S a h n a z U b u d

E n t r e p r e n e u r s h i p D e p a r t m e n t , B i n a N u s a n t a r a U n i v e r s i t y , I n d o n e s i a

E M A I L

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OPEN ACCESS

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Ubud, S. and Santoso, V. V. 2023. Can Myths, Rituals, and Magic Increase Self-Efficacy and Con- sumer Behavior for Increasing a Healthy Lifestyle?. Jurnal Aplikasi Manajemen, Volume 21, Issue 1, Pages 216-227. DOI: http://dx.doi.org/10.21776/ub.jam.2023.021.1.16.

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WWW.JURNALJAM.UB.AC.ID

217 INTRODUCTION

Community activities increasingly foster an instant lifestyle, and the nutrition consumed is still far from the standard. Currently, many complaints are related to health problems caused by low levels of healthy lifestyles. Likewise, the increase in social, economic, and cultural status also improves a healthy lifestyle (Carmona, 2019; Goodyear et al., 2019; Kokabisaghi, 2018; Li et al., 2018; Vuong et al., 2018). A healthy lifestyle must be seen as an investment to improve the quality of human reso- urces. Likewise, it is related to a healthy lifestyle for breastfeeding mothers. Breastfeeding mothers must have confidence in their ability to solve problems in breastfeeding completely. So, it is expect- ed that breastfeeding mothers have good self-efficacy so they can completely solve the various problems related to a healthy lifestyle for breastfeeding mothers (Altiparmak and Aksoy-Derya, 2018;

Anggraeni et al., 2018; Bektas et al., 2021; Chrzan -Dętkoś et al., 2021; Phonyiam and Berry, 2021;

Tseng et al., 2020; Wong et al., 2021; Wu and Sheng, 2019; Zheng et al., 2020). Breastfeeding is one of the most effective ways to ensure a child's health and survival. The World Health Organiza- tion (WHO) and The United Nations Children's Fund (UNICEF) recommend that children initiate breastfeeding within the first hour of birth and be exclusively breastfed for the first six months. 3 in 5 babies are not breastfed in the first hour of life, and only 41 % of infants under six months of the age are exclusively breastfed (Sandhi et al., 2020;

WHO,2020).Oneofthecausesislackofahealthy lifestyle that causes breastfeeding mothers' production to be not optimal. WHO recommends that development and health and after that to meet their evolving nutritional requirements, infants should receive nutritionally educated and safe complementary foods while being breastfed. So, it is crucial for breastfeeding mothers to improve healthy lifestyle further, both before pregnancy, birth, and until breastfeeding. So breastfeeding mothers have outstanding quality and quantity (Anazonwu et al., 2020; Farhadi, 2020; Lang-Morović and Musić- Milanović, 2019; Nguyen et al., 2019; Neter and Bagants, 2020). One way to improve breastfeeding mothers' quality and quantity is to maintain a healthy lifestyle by consuming products related to breastfeeding mothers' boosters.

The Consumers today are aware of the need

to live a healthy life. The consumer awareness related to a healthy lifestyle is, of course, related to consumer behavior when deciding to buy a product. (Pícha and Navrátil, 2019; Švecová and Odeh- nalová, 2019; Verruck et al., 2019; Talley et al., 2021; Waqas and Hong, 2019) Likewise, the breastfeeding mothers care about a healthy lifestyle, one of which is by consuming breastfeeding mothers' booster products. In consuming breastfeeding mothers booster products, it is essential to know the motivation, emotions, responses, tastes, needs, and ethics of consumers, which are the main aspects of consumer behavior (Ali et al., 2019; Berbel- Pineda et al., 2020; Gurgu et al., 2020; Iglesias et al., 2019; Martins et al., 2020; Nguyen et al., 2018;

Palalic et al., 2020; Troudi and Bouyoucef, 2020;

Samoggia et al., 2020). It becomes crucial when consumers are in the same or different cultures and regions.Consumerbehaviorisalsofundamentalto understanding the various needs and consumer re- sources because consumers often face various par- adoxes and ambiguities in all phases of consumer behavior (Bronner and de Hoog, 2019; Mehta et al., 2020; Nguyen et al., 2018; Spangenberg and Lorek, 2019). Especially for consumers who consume breastfeeding mothers' booster products, of course, have various understandings regarding the products.

Culture is the most basic cause of a person's desires and behavior (Anggraeni et al., 2018; Bu- kharietal.,2019;HollebeekandBelk,2021).Each community group has a different culture and cultural behavior, which is determined mainly by the local culture of their respective regions. So, business people must always notice cultural shifts to find new products consumers may want (Dörtyol et al., 2018; Hollebeek and Belk, 2021; Le and Ki- eu, 2019; Vera et al., 2019). Cultural symbols of product meaning influence psychological proces- ses such as taste, packaging, and product content.

When consumers follow the value represented by the product or brand, consumers also feel that the product's taste will be better. So cultural symbols become very important and have strong meaning for consumers in assessing a product. The choices in consuming products are inseparable from the culturalcontextofsociety(StathopoulouandBala- banis, 2019; Sheoran and Kumar, 2020; Ferman and Benli, 2019; Bukhari et al., 2019; Zakaria et al.,2021). Thecultureinconsumerbehaviorissig-

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nificant in promoting a healthy lifestyle. In a healthy lifestyle, community involvement is essential.

Various customs and cultures are developed in society, which is community traditions. So, looking at healthy lifestyle behavior, it is very important to understand the cultural context (Anggraeni et al., 2018; Reimer-Kirkham et al., 2019). Myths, Ritu- als, and Magic are three aspects of culture consid- eredinconsumerbehavior.Althoughthereissome literature related to consumer behavior that cares about a healthy lifestyle, its discussion is still limited, especially if it is related to how myths, rituals, and magic role in consumer behavior concerning a healthy lifestyle (Ogilvie et al., 2018; Ratcliffe et al., 2019). The importance of culture is related to the consumption of new products, the behavior of believing in superstitious myths, and is a consideration for the consumers in trying new products (Aranoff et al., 2020; Wibowo et al., 2018). So re- lation to these problems, it is essential to know howtheviewsofbreastfeedingmothersarerelated to myths, rituals, and magic in increasing breastfeeding mothers' production through a healthy lifestyle by consuming these breastfeeding mothers' booster products. Even nowadays, people are fac- ed with a modern and instant era and have started to leave things related to community culture in the form of myths, rituals, and magic. Likewise, it is related to the lack of confidence of breastfeeding mothers regarding the ability to solve problems regarding the quality and quantity of breastfeeding mothers produced (self-efficacy), which is still a problem in increasing confidence and awareness about the importance of breastfeeding.

Anggraeni et al. (2018) and Ferman and Be- nli (2019) suggested that culture in society is related to healthy lifestyle. This research expands culture in consumer behavior which consists of myths, rituals, and magic. This research integrates myths, rituals, and magic to view healthy living behavior comprehensively. Bektas et al., 2021; Chrzan -Dętkoś et al., 2021; Tseng et al., 2020 suggested that self-efficacy is vital in promoting a healthy lifestyle. It is in line with this research. In this study, the importance of healthy living is seen from self- efficacy and culture in consumer behavior. This research aims to analyze how culture in consumer behavior which consists of myths, rituals, and magic, can increase self-efficacy and consumer behavior in a healthy lifestyle.

METHOD

This research used a qualitative approach based on the social phenomenon of the culture of consumer behavior and self-efficacy in the healthy lifestyle for breastfeeding mothers. This study was conducted on breastfeeding mothers in Malang City from 2021–2022. The culture in this research is myth, ritual, and magic, which was important to consider if we wanted to know more about a healthy lifestyle. It is also necessary for breastfeeding mothers to have confidence and trust in overcom- ing various problems that arise in their activities to provide good nutrition for them and their babies.

So, it is necessary to have self-efficacy in breastfeeding mothers. The discussion about consumer behavior culture by linking the importance of self- efficacy in a healthy lifestyle is still limited. Based on that phenomenon, this research discusses how culture and self-efficacy improve a healthy lifestyle for breastfeeding mothers. This research used in-depth interviews. The participants in this research are breastfeeding mothers. The number of informants is 11, namely from P1 until P11. All the participants have been directly involved with semi -structured interview questions. First, this research used online questions to capture the experience of a healthy lifestyle for breastfeeding mothers. After that, we called the participants one by one to get the whole opinions and feelings the participants about how the culture and self-efficacy in the healthy lifestyle for breastfeeding mothers. Besides semi-structured interviews, this research performed observation and document analysis to support the data collection. The complementary multiple data sources were valuable in improving the value of archival data from document analysis. Validation of the data in this study is shown by observing se- lected informants for cross-checking and validation of the data. The analysis technique in this study uses NVivo Software, where the coding and analysis process will be carried out based on all eleven participants.

RESULTS

Healthy living behavior for breastfeeding mothers is the most important thing currently in maintaining a healthy body and good growth and development for babies. Diet and consumption of nutritiousfoodforbreastfeedingmothersmustbe adequately managed. Moreover, the advancement

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219 of food technology today, which resulted in the

production of processed food, is increasing. The findings of this study indicate that cultural factors and self-efficacy are the primary considerations in improving healthy lifestyle behavior. Interviewee P1 shared her view:

"Toincreasebreastfeedingmothers'production, I believe in the efficacy of sweet leaves (Sauropus androgynous), which have been proven to improve the quality and quantity of breastfeeding mothers. Although some claim it is a myth, I believe it because by consuming it regularly, you will attain the benefits and magic it."

This statement was also supported by Inter- viewee P3, who stated:

"To improve the quality of breastfeeding mothers, I only consume sweet leaves even though they said it is a myth and not neces- sarily true, but I believe it." Especially since its efficacy has been proven."

Similarly with Interviewee P10 that shared her view:

"Related to the myth about breastfeeding mothers, I believe it. Because indeed, by following these myths, my breastfeeding mother, which was previously not smooth, becomes smooth until now."

Most of the participants believe in the myth.

However, some participants still doubted it. Some participants still do not believe in the truth of the myth. Some participants argued that cultural factors with myth indicators must be reviewed further through in-depth research. Participants are still un- sure about the myths related to breastfeeding mothers.Thus,IntervieweeP2emphasizedthisbysay- ing:

"I believe that routine habits and benefits in living a healthy life can improve healthy living behaviors for breastfeeding mothers.

However, related myths need to be researc- hed that can be proven true. Until today, I still don't believe it."

Same opinion Interviewee P5 argued that:

"Regarding the myth of breastfeeding mothers, I don't believe it can improve the quality of breastfeeding mothers. I believe that regulating a healthy lifestyle and routine in maintaining healthy will improve the quality of breastfeeding mothers."

Magic and rituals can be considered in promoting a healthy lifestyle. However, several interviews have different views. Interviews agreed that magic could promote healthy lifestyle behaviors.

The interviews expressed different views regarding magic. Interview 4 stated:

"I believe that a healthy diet can magically increase breastfeeding mothers' production.

My breastfeeding mothers have better quality, and my baby is healthier by consuming my breastfeeding mothers."

Interview 2 said:

"I consume healthy food, but, in my opinion, this will not directly improve my health, but only by consuming it in moderation."

Regarding rituals, several views from interviews stated the importance of considering rituals in this case regarding regularity in consuming healthy food to promote a healthy lifestyle. Inter- view 3 states:

"I agree that consuming healthy food regularly can improve the quality of breastfeeding mothers while also increasing my im- mune system."

Informant 8 stated that:

"By giving my breastfeeding mothers from morning to night regularly, my breastfeeding mothers become of good quality and becomes smooth, and my body's condition becomes healthier because I have experienced problems related to these breastfeeding mothers because I regularly consume healthy food so I can produce quality breastfeeding mothers."

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Besides paying attention to culture in a healthy lifestyle, it is also necessary to see how much abilities and enthusiasm are for a healthy lifestyle.

It is important because it can't go well without the ability and enthusiasm to live a healthy life. So, it is imperative for breastfeeding mothers to increase self-efficacy by increasing motivation and solving various kinds of problems related to a healthy lifestyle. In self-efficacy, healthy lifestyle behavior should have controlled in managing stress. Inter- view P2 shared that:

"I've had problems with breastfeeding mothers. It happens when I feel stressed or anx- ious. It causes my breastfeeding mothers not to come out. The way to deal with it is, I try to calm my mind and think about pleas- ant things."

Similarly, Interview P6 said:

"I had a problem when my baby was born, my breastfeeding mothers didn't come out, and so I was stressed. And then, I was given a breastfeeding mother soothing drug, and I tried to reduce the stress. Finally, breastfeeding mothers can come out. Until today, my breastfeeding mother is still smooth. Now, I always avoid problems that can cause stress because I am afraid my breastfeeding mothers will not come out anymore."

Being responsible is one of the most important things in implementing a healthy lifestyle. As shared by Interviewee P11:

"I prefer to make natural breastfeeding mothers' boosters rather than buying unnatural products because I am responsible for maintaining the health of my baby by buying natural products."

Great responsibility will bring up good self- confidence. As stated by interviewee P9:

"In my view, by consuming a breastfeeding mother's booster, I get more benefits and in- creasemyconfidence,becauseuntilnowmy breastfeeding mother's production is good and my condition is healthier."

The other important thing is always intros- pection and evaluating yourself in improving healthy living behavior. On this matter, Interviewee P8 also shared his views:

"By practicing a healthy lifestyle, I always makeimprovementsregardingtheconsump- tion of food and beverages which are indicated to cause a lack of breastfeeding mothers' production. I need to evaluate all healthy foods and beverages consumption so that my breastfeeding mother remains smooth.

Alertness is also very important in improving a healthy lifestyle, especially when ex- periencing various obstacles that arise.”

According to interview P1:

"I've had problems with breastfeeding mothers' production. So, at that time, I looked for reliable reading references to overcome it. In addition, I will ask the experts. I also ask my mother and friends, who have a lot of experience about it".

That indicates that being aware of all the possibilities can be appropriately overcome if we increase awareness and care properly. From all the healthy lifestyle behaviors, the participants are also setting a healthy lifestyle pattern into things that must also be considered in living a healthy life. Interviewee P7 emphasized that:

"Setting a healthy lifestyle is very important by paying attention to the quality of healthy food and drinks that we consume daily have high nutrition. So, all factors considered in healthy living behavior can be fulfilled for breastfeeding mothers."

It's also necessary to consider complementary foods or drinks to improve the quality of breastfeeding mothers. As stated by Interviewee P4 that:

"I think it is vital that we consume complementary foods which contain high nutrition.

It is also necessary to add some supplements that can improve the quality and quantity of breastfeeding mothers. Because I also

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221 consume it, even though it's not routine, my

breastfeeding mother is still smooth today.”

However,someparticipantsstatedthatcom- plementary products to increase breast milk were unnecessary. As the argument indicated by interviewee P3 emphasized that:

"Various products that claim to increase the quality and quantity of breastfeeding mothers do not affect our breastfeeding mothers if we are stressed and tired. I think it's eno- ugh to eat healthy food and drink milk."

This is similar to Interviewee P11, which emphasized that:

"The best food and drinks for babies are natural. I do not use various products that claim to improve the quality of breastfeeding mothers because I believe in natural products that I make myself. It is proven that the quality and quantity of my breastfeeding mothers are still smooth with natural products.

DISCUSSION

Although today's society is modern, myths, rituals, and magic which is part of the culture, still exist in society and influence consumer behavior.

For example, the myth that has developed until now in Indonesia related to a healthy lifestyle is consuming sweet leaves, which is believed to increase breast milk in quality and quantity. From the interviews related to community culture, it turns out that most informants still believe in myths, rituals, and magic about breastfeeding mothers' boosters. However, some informants also stated that related to this myth, research is needed to pro- ve that myth is indeed true (Bronner and de Hoog, 2019; Wibowo et al., 2018; Zakaria et al., 2021).

Meanwhile, in the case of magic, participants stated that the efficacy of the healthy food and drinks must be considered. Several participants also stated the need to increase nutritional intake by adding complementary products to breastfeeding mothers, such as milk and special supplements. In this study,ritualsarerelatedtogivingexclusivebreast- feeding for six months and regularly consuming certain foods and drinks when needed.

Figure 1. Comparison Variable

Based on Figure 1, cultural factors in Ritual, Magic, and Myth contribute to cultural factors.

The most significant contribution to the cultural variable is ritual. Rituals in this study are more to-

wards regularity or routine activities in improving the quality and quantity of breastfeeding mothers.

So, when compared to magic or myth, ritual makes a bigger contribution. Self-evaluation on the self-

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efficacy variable is the factor that gives the biggest contribution. It showed that participants consider that self-evaluation is a significant concern in improving the quality and quantity of breastfeeding mothers. In the Healthy Living Behavior variable, eating nutritious food is the factor that contributes the biggest to healthy living behavior. It showed that the participants consider consuming nutritious

food a major consideration in maintaining health.

While in Figure 2, showed that the coding matrix for cultural variables, self-efficacy, and healthy lifestyles, the ritual factor is part of the cultural variable. Self-evaluation is the self-efficacy variable, and eating nutritious food is the most significant factor in each variable, which is the main contribution.

Figure 2. Matrix Coding Based on Variable

If the participants are identified based on age, the cultural variable gives the greatest value compared to other variables. It indicates that the culture of today's society is still influential in de- termining healthy living behavior in all age ranges. The same applies to healthy life motivation, the most significant contributor to healthy lifestyle behaviors in all age ranges. Meanwhile, in self-efficacy, participants aged 25-29 years are more likely to have high self-confidence than other factors related to regulating healthy lifestyle behavior. Me- anwhile, participants aged 30-44 saw that self-evaluation in implementing healthy living behavior was very important. Based on the results, healthy food and drinks and the addition of complementary breastfeeding mothers' booster products are very efficacious in increasing the quality and quantity of breastfeeding mothers, especially if done regularly. Participants who believed in the myths related to breastfeeding mothers Booster also believed in the efficacy of healthy food and the regu-

larity of consuming healthy foods. When viewed from the last level of education, high school graduates have a higher level of belief in myths when compared to the level of education from diploma to undergraduate. The research result shows that housewives have a higher level of belief in myths when compared to mothers who work in offices or are entrepreneurs. As for the motivation to live he- althyforbreastfeedingmothers,itturnsoutthat the informants with the latest undergraduate education have higher motivation to live healthier when compared to high school and diploma graduates.

And housewives have a higher regularity in setting a healthy lifestyle compared to mothers who work or are entrepreneurs.

Fromtheanalysisresults,theinformantsbe- lieved in the myths related to breastfeeding mothers' boosters and consumed them and believed that these myths were related to a healthy lifestyle in the form of nutritious food. The informants believe a healthy lifestyle has efficacy in improving he-

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223 alth, especially if consumed regularly. Likewise,

if breastfeeding mothers consume complementary breastfeeding mothers' booster products, it turns out that they will be efficacious for health if consumed regularly. It is also a motivation for breastfeeding mothers to live healthier and adjust their diets. Regarding breastfeeding complementary products, it turns out that they also provide efficacy or magic, and rituals are related to a healthy lifestyle. Regular consumption of complementary products for breastfeeding mothers can increase the quality and quantity of the breastfeeding mothers.

Meanwhile, self-efficacy is also related to a healthy lifestyle (Chrzan-Dętkoś et al., 2021; Wong et al.,2021;WuandSheng,2019;Tsengetal.,2020).

Informants who always carry out self-evaluations have the confidence, are always alert, can control stress, and are always responsible for having a relationship with a healthy lifestyle. However, being willing to take risks is unrelated to a healthy lifestyle. In terms of self-efficacy, it turns out that housewives have a higher level of self-efficacy when compared to office employees and entrepreneurs.

According to the informant, healthy living behavior is related to fulfilling nutritious food, consuming complementary products for the breastfeeding mothers Booster, motivation to live healthily, and regulating eating patterns. By fulfilling all needs, there will be an increase in the health of breastfeeding mothers.

IMPICATIONS

A healthy lifestyle is currently a significant concern in the community, especially during the Covid-19 pandemic. Covid-19 has changed many routines in ways that no one could anticipate so that it can reduce the community's healthy lifestyle, especially for breastfeeding mothers. Indonesi- an, who currently live in the millennial era, still consider that culture as one of the considerations in improving healthy living behavior. Indonesian, who has a strong culture, still believe that myths, rituals, and magic can be considered in improving healthy living behavior, especially for breastfeeding mothers in enhancing the quality and quantity of breastfeeding mothers, which is very useful for the health of their babies. Another implication of this study is related to the ability of breastfeeding mothers to overcome various problems that arise due to various problems related to the quality and

quantity of breastfeeding mothers. So, it is always necessary to self-evaluate, have the confidence, be alert, control stress, and always be responsible for improving healthy living behavior. So, implementing self-efficacy is very important in healthy living behavior, especially for breastfeeding mothers during this Covid-19 pandemic.

RECOMMENDATIONS

Based on this research, the research limita- tion is to observe the culture in consumer behavior in promoting a healthy lifestyle for breastfeeding mothers. So, this research can be expanded with informants from several sources. This research is also limited to improving a healthy lifestyle by looking at culture in behavior and self-efficacy. So, this research can be expanded by considering gastronomic culture and increasing health literacy.

The result from this study shows that even myths, rituals, and magic that are part of culture are still a consideration for breastfeeding mothers to improve the quality and quantity of breastfeeding mothers, which is part of a healthy lifestyle.

Breastfeeding mothers still think culture is vital in consuming the healthy food and drinks developed from community culture. The other results from this study show that self-evaluation, self-confidence, always being alert, able to control stress, and always being responsible are considered by breastfeeding mothers. It is to anticipate the problems that may arise and can hinder breastfeeding mothers from improving their healthy lifestyle. Further research should consider how the sustainability of healthylifestylebehaviorisseenfromsocialcapi- tal through knowledge mechanisms regarding current healthy environmental issues and consumer involvement in the environment. In addition, paying attention to ethics and ethnicity in society is crucial in discussing community culture, especially when considering consumers' healthy lifestyles.

CONCLUSIONS

This research shows that healthy lifestyle behavior, which is part of consumer behavior, is currently a public concern in improving the health of breastfeeding mothers and their babies. In Indo- nesia, the role of culture in society is still the influential and is trusted by some people even though nowadays, people think more modern. Likewise, with the ability of self-efficacy in improving the

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health of breastfeeding mothers. Culture in consumer behavior consisting of myths, rituals, and magic can improve a healthy lifestyle if it can collab- orate adequately. Rituals are the main factor to be considered in improving healthy living behavior, followed by magic and myth. While consuming nutritious food is a factor that is the main consideration in healthy living behavior, as well as a mo- tivational factor for healthy living and improving healthy lifestyles. Meanwhile, self-efficacy can also be considered in improving healthy lifestyle behaviors, with self-evaluation being the main factor that needs to be considered when increasing self- efficacy in improving healthy lifestyle behaviors.

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