Main Article Content
Purchase intention, Sustainable consumption, Organic food, Millennials
Organic food refers to the products produced in conventional way, without hazardous materials. Millennials are the generation most attractive to organic food market. This study aims to analyze whether factors such as environmental knowledge, environmental awareness, health awareness and social awareness affecting purchase intention and sustainable consumption of the millennials towards organic food. A questionnaire used to evaluate the relationships between the six constructs. The findings showed that 340 respondents have met requirements for analysis. The method used was Structural Equation Model (SEM). The research findings find out the main factors that influence purchase intention and sustainable consumption of the millennial generation towards organic food. This research is expected to help non-governmental organizations increase purchase intention and investigate factors that influence the sustainable consumption of organic food in the millennial generation. This research has implications for the organic food industry, especially organic food producers, namely by applying the packaging sustainability method to reduce waste in the environment.
 B. Suharjo, M. Ahmady, and M. R. Ahmady, "Indonesian Consumers' Attitudes towards Organic Products," Adv Econ Bus, vol. 4, no. 3, pp. 132-140, 2016, https://doi.org/10.13189/aeb.2016.040303.
 Y. A. dan Kombas. id Organic Institute, Statistik Pertanian Organik Indonesia 2019. Bogor: Aliansi Organis Indonesia, 2020.
 Regine, "Generation Y Consumer Choice for Organic Foods," 2011.
 N. Rizkalla, "Determinants of Sustainable Consumption Behavior: An Examination of Consumption Values, PCE Environmental Concern and Environmental Knowledge," International Journal of Social Science and Humanity, vol. 7, no. 12, pp. 48-54, 2018, https://doi.org/10.18178/ijssh.2018.V8.932.
 V. Morwitz, "Consumers ' Purchase Intentions and their Behavior By Vicki Morwitz," vol. 7, no. 3, pp. 181-230, 2014, https://doi.org/10.1561/1700000036.
 I. Ajzen and M. Fishbein, "A Bayesian Analysis of Attribution Processes," vol. 82, no. 2, pp. 261-277, 1975. https://doi.org/10.1037/h0076477.
 N. Vantamay, "Kasetsart Journal of Social Sciences Investigation and recommendations on the promotion of sustainable consumption behavior among young consumers in Thailand," pp. 1-8, 2018, https://doi.org/10.1016/j.kjss.2018.01.007.
 A. Pagiaslis and A. K. Krontalis, "Antecedents : Environmental Concern, Knowledge, and Beliefs," vol. 31, no. May, pp. 335-348, 2014, https://doi.org/10.1002/mar.20698.
 A. Ahmad and K. S. Thyagaraj, "Consumer's Intention to Purchase Green Brands: the Roles of Environmental Concern, Environmental Knowledge and Self Expressive Benefits," Current World Environment, vol. 10, no. 3, pp. 879-889, 2015, https://doi.org/10.12944/CWE.10.3.18.
 X. Wang, F. Pacho, J. Liu, and R. Kajungiro, "Factors influencing organic food purchase intention in Tanzania and Kenya and the moderating role of knowledge," Sustainability (Switzerland), vol. 11, no. 1, 2019, https://doi.org/10.3390/su11010209.
 A. Singh and P. Verma, "Factors influencing Indian consumers' actual buying behaviour towards organic food products," J Clean Prod, vol. 167, pp. 473-483, 2017, https://doi.org/10.1016/j.jclepro.2017.08.106.
 M. D'Amico, G. di Vita, and L. Monaco, "Exploring environmental consciousness and consumer preferences for organic wines without sulfites," J Clean Prod, vol. 120, pp. 64-71, 2016, https://doi.org/10.1016/j.jclepro.2016.02.014.
 C. C. Teng and C. H. Lu, "Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty," Appetite, vol. 105, pp. 95-105, 2016, https://doi.org/10.1016/j.appet.2016.05.006.
 H. Siti Hasnah, L. Wai Yee, and K. Jean Ray, "Purchasing Intention Towards Organic Food Among Generation Y in Malaysia," Journal of Agribusiness Marketing, vol. 7, pp. 16-32, 2015, [Online]. Available: http://www.fama.gov.my/documents/10157/c12a2988-c304-4f1b-ba2f-8fea87a310d9
 T. Hansen, M. I. Sørensen, and M. L. R. Eriksen, "How the interplay between consumer motivations and values influences organic food identity and behavior," Food Policy, vol. 74, no. October 2017, pp. 39-52, 2018, https://doi.org/10.1016/j.foodpol.2017.11.003.
 H. Qasim, L. Yan, R. Guo, A. Saeed, and B. N. Ashraf, "The defining role of environmental self-identity among consumption values and behavioral intention to consume organic food," Int J Environ Res Public Health, vol. 16, no. 7, 2019, https://doi.org/10.3390/ijerph16071106.
 L. Atkinson and L. Atkinson, "The ANNALS of the American Academy of Political and Social Science Buying In to Social Change : How Private," 2012, https://doi.org/10.1177/0002716212448366.
 G. M. Hartono, A. Salendu, and E. Gatari, "Understanding Indonesian Consumer'S Intention To Purchase Organic Food Products: the Moderating Role of Price Sensitivity," Jurnal Psikologi TALENTA, vol. 6, no. 1, p. 10, 2020, https://doi.org/10.26858/talenta.v6i1.13949.
 J. Rana and J. Paul, "Journal of Retailing and Consumer Services Consumer behavior and purchase intention for organic food : A review and research agenda," Journal of Retailing and Consumer Services, vol. 38, no. February, pp. 157-165, 2017, https://doi.org/10.1016/j.jretconser.2017.06.004.
 A. Kollmuss and J. Agyeman, "Mind the Gap : Why do people act environmentally and what are the barriers to pro-environmental behavior ? Mind the Gap : why do people act environmentally and what are the barriers to pro-environmental behavior ?" no. December 2012, pp. 37-41, 2010, doi: 10.1080/1350462022014540.
 Á. Zsóka, Z. M. Szerényi, A. Széchy, and T. Kocsis, "Greening due to environmental education ? Environmental knowledge , attitudes , consumer behavior and everyday pro-environmental activities of Hungarian high school and university students," J Clean Prod, vol. 48, pp. 126-138, 2013, https://doi.org/10.1016/j.jclepro.2012.11.030.
 M. C. D. Verain, S. J. Sijtsema, and G. Antonides, "Consumer segmentation based on food-category attribute importance : The relation with healthiness and sustainability perceptions," Food Qual Prefer, vol. 48, pp. 99-106, 2016, https://doi.org/10.1016/j.foodqual.2015.08.012.
 J. Aschemann-Witzel, "Consumer perception and trends about health and sustainability: Trade-offs and synergies of two pivotal issues," Curr Opin Food Sci, vol. 3, pp. 6-10, 2015, https://doi.org/10.1016/j.cofs.2014.08.002.
 N. Rizkalla, P. Purnamaningsih, and T. Erhan, " Sustainable Consumption Behavior Among University Students in Indonesia: The Role of Values and Norms," January 2019. .https://doi.org/10.2991/icoi-19.2019.44.
 A. Biswas and M. Roy, "Leveraging factors for sustained green consumption behavior based on consumption value perceptions : testing the structural model," J Clean Prod, vol. 95, pp. 332-340, 2015, https://doi.org/10.1016/j.jclepro.2015.02.042.