Do eco-labels matter? Extending the theory of planned behavior with knowledge and brand origin image to explain the oat milk purchase intention among Gen Y and Gen Z consumers in Indonesia

What is it about?

This research investigates the factors influencing consumer purchasing intentions toward eco-friendly-labelled products, particularly addressing the limited understanding of the emerging plant-based milk sector, specifically oat milk. The study explores consumers’ knowledge of eco-friendly labelling and their perceptions of brand image origin among Gen Y and Gen Z Indonesians.

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Why is it important?

This study employs an extended theory of planned behavior (TPB) model. The sample was selected using purposive sampling, with the criterion being Gen Y and Gen Z living in Indonesia. Data were collected through a structured questionnaire from 209 consumers in Indonesia and analyzed using SmartPLS4