Producers preferences toward food safety standards in herbal beverage production: implications for sustainable development goal 3 in Indonesia

This study examines the preferences of herbal beverage producers regarding the implementation of food safety standards, as a tangible contribution to Sustainable Development Goal (SDG) 3: Good Health and Well-being, by reducing foodborne health risks and improving producers’ economic welfare. The research was conducted in Surabaya, Indonesia, a hub for traditional herbal beverage production. A discrete choice experiment (DCE) was employed to identify important attributes such as licensing duration, training frequency, quality inspections, and product selling price. A total of 271 producers participated through both online and offline surveys. The analysis revealed that licensing duration and product selling price were the primary factors influencing decision-making, whereas training frequency and quality inspections were not considered priorities. These findings highlight the importance of simplifying licensing procedures and ensuring price stability as key strategies to encourage small producers to adopt food safety standards, thereby improving public health and supporting economic well-being. Accordingly, this study provides policy recommendations that strengthen the competitiveness of the herbal beverage industry while directly advancing public health and producer welfare in alignment with SDG 3 in Indonesia.