Sustainable consumption in Indonesia: Health awareness, lifestyle, and trust among Gen Z and Millennials

Abstract

This study explores the pathways to sustainable consumption among Gen Z and Millennials in Indonesia, focusing on the roles of health awareness, lifestyle behavior, and trust. Sustainable consumption in this context refers to conscientious choices made by individuals to minimize negative impacts on the environment and society while supporting personal health and well-being. A total of 210 respondents, representing consumers aged 18 to 42, who had purchased from healthy food restaurants in Jakarta, participated in the survey. This age range was chosen to encompass both Generation Z and Millennials, with a focus on individuals who are likely to be financially independent and capable of purchasing food for themselves. This sample was chosen to capture insights from key demographics known for their influence on consumption patterns and environmental awareness. Utilizing structural equation modeling, the analysis reveals that health awareness and lifestyle behavior significantly influence healthy food choices and sustainable consumption patterns. The direct path coefficient from lifestyle behavior to sustainable consumption (β = 0.394) surpassed that of health awareness (β = 0.134), underscoring the importance of lifestyle factors in driving sustainable consumption behaviors. Furthermore, trust emerged as a significant mediator between these factors and sustainable consumption. Health awareness and lifestyle behavior explained 65.3% of the variance in healthy food choices and influenced consumer trust by 39.7%. Additionally, lifestyle behavior and trust accounted for 61.2% of the variance in sustainable consumption. These findings highlight the critical role of lifestyle choices and trust-building efforts in fostering sustainable consumption behaviors among Gen Z and Millennials in Indonesia.

Full text

“Sustainable consumption in Indonesia: Health awareness, lifestyle, and trust
among Gen Z and Millennials”
AUTH ORS
Thalia Agustina
Evi Susanti
Junaid Ali Saeed Rana
ARTICLE INFO
Thalia Agustina, Evi Susanti and Junaid Ali Saeed Rana (2024). Sustainable
consumption in Indonesia: Health awareness, lifestyle, and trust among Gen Z
and Millennials. Environmental Economics, 15(1), 82-96.
doi:10.21511/ee.15(1).2024.07
DOI http://dx.doi.org/10.21511/ee.15(1).2024.07
RELEASED ON Monday, 08 April 2024
RECE IVED ON Friday, 23 February 2024
ACCEPTED ON Tuesday, 26 March 2024
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This work is licensed under a Creative Commons Attribution 4.0 International
License
JOURNAL "Environmental Economics"
ISSN PRINT 1998-6041
ISSN ONLINE 1998-605X
PUBLISHER LLC “Consulting Publishing Company “Business Perspectives”
FOUNDER LLC “Consulting Publishing Company “Business Perspectives”
NUMBER OF REFERENCES
50
NUMBER OF FIGURES
2
NUMBER OF TABLES
7
© The author(s) 2024. This publication is an open access article.
businessperspectives.org

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Environmental Economics, Volume 15, Issue 1, 2024
http://dx.doi.org/10.21511/ee.15(1).2024.07
Abstract
is study explores the pathways to sustainable consumption among Gen Z and
Millennials in Indonesia, focusing on the roles of health awareness, lifestyle behav-
ior, and trust. Sustainable consumption in this context refers to conscientious choices
made by individuals to minimize negative impacts on the environment and society
while supporting personal health and well-being. A total of 210 respondents, repre-
senting consumers aged 18 to 42, who had purchased from healthy food restaurants
in Jakarta, participated in the survey. is age range was chosen to encompass both
Generation Z and Millennials, with a focus on individuals who are likely to be nan-
cially independent and capable of purchasing food for themselves. is sample was
chosen to capture insights from key demographics known for their inuence on con-
sumption patterns and environmental awareness. Utilizing structural equation model-
ing, the analysis reveals that health awareness and lifestyle behavior signicantly in-
uence healthy food choices and sustainable consumption patterns. e direct path
coecient from lifestyle behavior to sustainable consumption (β = 0.394) surpassed
that of health awareness (β = 0.134), underscoring the importance of lifestyle factors
in driving sustainable consumption behaviors. Furthermore, trust emerged as a signi-
cant mediator between these factors and sustainable consumption. Health awareness
and lifestyle behavior explained 65.3% of the variance in healthy food choices and in-
uenced consumer trust by 39.7%. Additionally, lifestyle behavior and trust accounted
for 61.2% of the variance in sustainable consumption. ese ndings highlight the
critical role of lifestyle choices and trust-building eorts in fostering sustainable con-
sumption behaviors among Gen Z and Millennials in Indonesia.
alia Agustina (Indonesia), Evi Susanti (Indonesia), Junaid Ali Saeed Rana (Indonesia)
Sustainable consumption Sustainable consumption
in Indonesia: Health in Indonesia: Health
awareness, lifestyle, and trust awareness, lifestyle, and trust
among Gen Z and Millennialsamong Gen Z and Millennials
Received on: 23 of February, 2024
Accepted on: 26 of March, 2024
Published on: 8 of April, 2024
INTRODUCTION
Millennial and Generation Z cohorts, accounting for over half of the na-
tion’s population, signicantly shape Indonesia’s demographic landscape.
is growing segment, ranging from 18 to 42 years old, has notably em-
braced fast food, drawn by its convenience and palatable avor proles.
e inclusion of individuals as young as 18 reects a focus on those who
are likely to be nancially independent and capable of making their own
purchasing decisions. However, this dietary inclination has sparked con-
cerns over its detrimental health eects, leading to colloquial references
such as the “machine generation” due to the prevalence of fast food con-
sumption. Despite its aordability and accessibility, fast food is increas-
ingly recognized as an unhealthy dietary choice, with instant noodles
oen replacing traditional staples like fruits and vegetables.
Research has consistently demonstrated the pivotal role of health
awareness in guiding dietary preferences and lifestyle behaviors.
Heightened health consciousness correlates with more favorable at-
© alia Agustina, Evi Susanti, Junaid
Ali Saeed Rana, 2024
alia Agustina, Student, School of
Management, Faculty of Economics
and Business, University of Jakarta
International, Indonesia.
Evi Susanti, Dr., Faculty of Economics
and Business, University of Jakarta
International, Indonesia.
Junaid Ali Saeed Rana, Dr., Dean of the
Faculty of Economics and Business,
University of Jakarta International,
Indonesia. (Corresponding author) JEL Classication Q56, I15, D12, I18
Keywords healthy food, sustainability, health awareness, lifestyle
behavior, trust, Generation Z, Millennials, Indonesian
consumers
LLC “P “Business Perspectives”
Hryhorii Skovoroda lane, 10,
Sumy, 40022, Ukraine
is is an Open Access article,
distributed under the terms of the
Creative Commons Attribution 4.0
International license, which permits
unrestricted re-use, distribution, and
reproduction in any medium, provided
the original work is properly cited.
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BUSINESS PERSPECTIVES
Conict of interest statement:
Author(s) reported no conict of interest

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titudes toward healthy food choices and a propensity to adopt sustainable living practices. Such con-
scientious actions contribute to long-term health and aid in preventing and managing chronic diseases.
Understanding the intricacies of dietary habits, encompassing attitudes, beliefs, and food choices, is
paramount in promoting healthier lifestyles and fostering trust in food products.
Despite existing research highlighting the relationship between health awareness, dietary habits, and
attitudes toward food, signicant gaps persist, particularly within the Indonesian context. While past
studies have explored facets of health consciousness and healthy living behaviors, there remains a lack
of comprehensive understanding tailored to Indonesia’s Millennials and Generation Z. e complexity
of this relationship warrants a nuanced exploration, considering psychological factors, cultural nuances,
and socioeconomic inuences.
1. LITERATURE REVIEW
AND HYPOTHESES
According to the World Health Organization
(WHO, 2019), health awareness embodies an on-
going process through which individuals enhance
their comprehension of health and strategies for
disease prevention. Consequently, Huang et al.
(2022) posit health as a state of well-being encom-
passing mental, physical, and social dimensions dis-
tinct from conditions of illness, crucial for enhanc-
ing individual quality of life. Loebnitz and Grunert
(2018) dene health awareness as a state wherein
consumers understand their health status and are
motivated to foster their well-being and quality of
life through preventive measures and healthy be-
haviors. Similarly, Castellini et al. (2023) conceptu-
alize health awareness as an individual’s evaluation
of their health status and active engagement in its
maintenance, including adopting healthy lifestyles
and seeking and utilizing health-related informa-
tion. Synthesizing these perspectives, health aware-
ness denotes a condition wherein individuals pos-
sess heightened understanding and consciousness
regarding their health and surroundings, empow-
ering them to undertake appropriate measures to
sustain and enhance their well-being.
Facilitating behavioral change within the frame-
work of health maintenance poses considerable
challenges. Established lifestyles and daily behav-
iors are deeply ingrained, akin to consumption pat-
terns, and fostering gradual shis toward healthier
routines demands signicant time and eort (Blue
et al., 2016). e prevailing assumption in most
models of healthy behavior change is that individu-
als armed with awareness and information can opt
for healthier lifestyle choices. Healthy living encom-
passes various facets, including dietary patterns,
nutritional intake, and daily behaviors, collectively
contributing to overall well-being. In sports, pro-
active health management can mitigate potential
disease risks (Pedrelli et al., 2015). Furthermore,
healthy living principles apply across diverse set-
tings, including the workplace. Cultivating healthy
behaviors within organizational contexts fosters a
safe and conducive work environment. Such initia-
tives enhance employees’ self-assurance, job sat-
isfaction, and skills, bolster morale, and alleviate
stress (Ulutademir et al., 2015).
Healthy dietary choices involve selecting foods rich
in nutrients, such as vegetables, fruits, whole grains,
and wholesome plant or animal proteins. Bolha et
al. (2021) assert that two key factors inuence the
decision-making process regarding healthy food:
extrinsic and intrinsic factors. Extrinsic consider-
ations encompass the natural, social, cultural, eco-
nomic, and religious milieu, while intrinsic factors
pertain to motivations, perceptions, attitudes, and
preferences, constituting psychological determi-
nants. Psychological factors entail an individual’s
internal cognitive processing of information con-
cerning food choices. Ree et al. (2008) indicate that
approximately 70% of adolescents make dietary
decisions without considering health implications,
potentially fostering unhealthy eating patterns.
Motivations underlying food choices signicantly
impact an individual’s dietary habits. Opting for
nutritious and safe foods is para mount to ensure the
adequacy and quality of essential nutrients meeting
the body’s requirements (Garcia et al., 2020).
Trust is pivotal in diverse spheres of life, particu-
larly within interpersonal or organizational rela-
tionships. Robust trust serves to fortify connec-

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tions and foster collaboration among individuals or
entities. Anisimova et al. (2019) characterize trust
as the consumer’s condence in a company’s com-
mitment to acting in the best interests of its clien-
tele and fullling its pledges. Trust distinguishes
between successful and unsuccessful sales relation-
ships within exchange dynamics, aligning with
consumer expectations (Ela & Rana, 2024; Wu et
al., 2021). Based on this denition, trust is a pro-
found belief or assurance in something or someone.
Industrialization, globalization, and economic
development have signicantly aected popula-
tion health and nutritional status, leading to a
transition in global dietary patterns (Formoso et
al., 2020). Present-day production and consump-
tion of healthy foods present widespread challeng-
es. Demographic shis, global population growth,
and the emergence of modern dietary styles yield-
ing numerous processed products have resulted in
changes in consumer consumption patterns, favor-
ing fast food consumption. e younger genera-
tion’s health is a cause for concern as they represent
the nation’s hope for progress. Issues arising from
such consumption patterns may escalate, signi-
cantly increasing healthcare costs.
Health enables individuals to maintain optimal
bodily functions and engage in diverse and sus-
tained activities (Lazaroiu et al., 2019), ensuring
happiness and productivity. Ultimately, health
constitutes a dynamic balance between risk factors
and the environment. Sustainable consumption of
healthy foods should align with daily lifestyles and
habits (Reisch et al., 2013). Embracing sustainable
consumption of healthy foods can cultivate positive
habits, particularly in food selection. It is intrigu-
ing to consider plant-based and organic foods in
consumption practices. e emergence of healthy
foods has played a crucial role in inuencing the
production and consumption of sustainable foods,
estimating how organic food consumption impacts
environmental implications related to dietary pat-
terns (Lacour et al., 2018).
e retail trends in the food industry and the di-
verse preferences of consumers are increasingly on
the rise. e appealing taste and presentation of
food can broaden consumers’ palates. Nutritious
and healthy food composition also factors food
selection, challenging companies to create desired
products (Sonnenberg et al., 2013). Most individu-
als desire healthy foods and know the importance
of health for themselves and their families. Food
selection and healthy lifestyles oen weigh on
an individual’s mind when consuming food, al-
though many consumers still pay insucient at-
tention to it (Marty et al., 2021). Understanding
the factors inuencing health and the importance
of obtaining accurate health information can af-
fect the types of foods consumed. is is an eort
to prevent disease and improve quality of life by
engaging in health-conscious behaviors. Ree et al.
(2008) found that approximately 70% of teenagers
in Canada choose food without considering health
issues. Nasiatin et al. (2021) explained that 40-60%
of students in Indonesia experience worm infesta-
tions. ey tend to choose less healthy foods and
engage in poor eating habits.
Motivational aspects in food selection inuence
an individual’s eating habits. Limited knowledge
or lack of health information remains a constraint
that can ultimately harm health and community
development (Igbinoba et al., 2020). Healthy foods
are assessed based on their nutritional value, in-
cluding calorie content, ber, vitamins, and the
right combination of macronutrients (Ditlevsen
et al., 2019). Nowadays, consumers tend to select
foods and beverages registered with the Food and
Drug Administration (BPOM) and their contents.
With health awareness, people realize that health
is one of the primary aspects of their lives (Stanley
et al., 2022). Research has extensively explored the
key factors inuencing healthy and sustainable
food consumption.
Health awareness is interpreted as consumers be-
ing conscious of their health, motivated to con-
sume healthy foods, and improve their quality of
life to prevent diseases by adopting healthy behav-
iors (Huang et al., 2022). Mustafa et al. (2022) re-
fer to this as an inherent drive to maintain health.
Ornish et al. (1990) reported that individuals with
high levels of self-awareness tend to be less af-
fected by uncontrollable events than those with
low levels of self-awareness. ey dene health
consciousness as individuals choosing to manage
healthy behaviors actively. Recent research ex-
plores how health awareness inuences individu-
als’ choices in consuming healthy foods (Grunert
et al., 2014; Pechey et al., 2015; Satia et al., 2005).

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Greater health awareness positively inuenced in-
dividuals’ decisions to consume healthy foods, in-
dicating a signicant relationship between health
awareness and healthy food choices.
Consumers with healthy lifestyles tend to choose
healthy foods and avoid unhealthy ones (Romeo-
Arroyo et al., 2020). Health awareness and healthy
behaviors can inuence the selection of healthy
foods (Chen & Antonelli, 2020; Garcia et al., 2020).
Choosing healthy foods is conceptualized as se-
lecting foods that provide optimal nutrition for
the body and avoiding foods that trigger health
disorders. e nutrition is minimal if food is of
poor quality and unsafe for the body. It can lead to
various diseases. Interventions that encourage in-
dividuals to consider health when making choices
show promise in promoting healthy food choic-
es. Health-conscious consumers care about their
health and strive to improve and maintain it by
engaging in healthy behaviors, such as consum-
ing healthy foods. Shin and Mattila (2019) found
a relationship between health consciousness and
healthy food choices.
Operationally, individuals’ awareness of selecting
healthy foods is reected in their consideration of
the nutritional value and quality of the food they
choose (Loebnitz & Grunert, 2018). Consuming
nutritious foods is also associated with increased
condence among individuals, leading to con-
tinued consumption of healthy foods (Tuorila &
Hartmann, 2020; Huang et al., 2022). e nd-
ings from Micha et al. (2017), Lee and McCleary
(2013), and Hwang and Cranage (2010) suggest
associations between dietary factors and mortal-
ity, variations in consumer perceptions of health
and healthy food, and the eectiveness of inter-
ventions in food environments for improving diet
quality among youth and young adults. Healthy
food choices can impact consumers’ condence in
their health. ose who opt for healthy foods of-
ten exhibit greater condence in their health due
to their mindful consumption habits. Poor dietary
habits, including insucient intake of fruits and
vegetables, contribute signicantly to the global
disease burden (Brown et al., 2019).
Consumers who opt for healthy foods typically
experience improved physical and mental well-
being, enhancing their condence and trust in
their dietary choices. Loredo et al. (2013) and
Wu et al. (2021) indicate that choosing healthy
foods can bolster self-assurance, mitigate the
risk of chronic diseases, and enhance overall
quality of life. Consumers with heightened self-
condence are more inclined to select healthy
foods, believing in their substantial health ben-
ets. Indonesia’s millennial generation and
Generation Z demonstrate a robust environmen-
tal concern and a solid understanding of healthy
dietary practices (Kasidi & Adiwijaya, 2022).
While Castellini et al. (2023) reported a modest
correlation, Mustafa et al. (2022) and Bazzani
et al. (2020) found a signicant relationship be-
tween health consciousness and sustainable con-
sumption. Ammann et al. (2023) highlighted
the eectiveness and challenges associated with
policy instruments promoting sustainable food
consumption.
akur et al. (2023) explored how product qual-
ity, perceived value, and trust aect the adoption
of green products, emphasizing their crucial role
in promoting sustainable consumption behav-
iors. Similarly, Zhang et al. (2016) investigated
strategies for enhancing institutional-based trust
in sustainable consumption, highlighting the
signicance of transparent disclosure mecha-
nisms. eir ndings underscore the importance
of trust-building mechanisms and transparent
disclosure in facilitating sustainable consumer
practices. Mastos and Gotzamani (2022) demon-
strate that trust in the sustainable consumption
of nutritious food consistently aects consumer
choices, encouraging the selection of healthy and
sustainable food options and fostering more re-
sponsible consumer behavior with sustainability
in mind.
is study aims to investigate the economic im-
plications of consumer condence in healthy food
choices and to advocate for policies that promote
health awareness and healthy lifestyle behaviors,
thus contributing to the discourse on economic
issues in consumption and their impact on pub-
lic health outcomes. A conceptual model (Figure
1) encompassing the constructs in this analysis is
utilized to explore how these factors can enhance
health awareness and lifestyle behaviors within
Indonesia and beyond. Consequently, the follow-
ing hypotheses are formulated:

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H1: Health awareness positively inuences
healthy food choices.
H2: Healthy living behavior positively inuences
healthy food choices.
H3: Healthy food choices positively inuence sus-
tainable healthy food consumption.
H4: Healthy food choices positively inuence
consumer trust.
H5: Consumer trust positively inuences sus-
tainable healthy food consumption.
H6: Healthy food choices and consumption are
positively mediated by consumer trust in
healthy food.
2. METHODS
is study was conducted at Jakarta’s three most
favored healthy food restaurants, “SNCTRY,”
“SaladStop!” and “Burgreens,” between April
and July 2023. e analysis targeted Millennial
and Generation Z consumers (aged 18 to 42)
who purchased at these highly esteemed restau-
rants, prioritizing nancially independent indi-
viduals within this age range. A non-probability
sampling method employing purposive sam-
pling was utilized to determine the sample size,
following Hair et al. (2018), and accounting for
30 indicators across ve latent variables, leading
to a recommended range of 150 to 300 respon-
dents, prompting the selection of 210 respon-
dents. Eight responses out of the 218 collected
were deemed ineligible for analysis due to their
low standard deviations, measuring below 0.25,
as determined by Kurniadi and Rana (2023).
is exclusion was justied by the signicant
similarity observed in these respondents’ ques-
tionnaire responses. Inclusion criteria required
respondents to have made at least one purchase
at one of these top-rated Jakarta-based healthy
food restaurants and to be located within the
Jakarta area. is population was chosen due to
its relevance to the study’s objectives. e study
aimed to explore specic qualities and charac-
teristics within this group, considering them
representative areas encompassing essential at-
tributes for drawing meaningful conclusions.
e paper employed an instrument compris-
ing six questions adapted from Chen’s (2009)
validated scales to gauge health awareness. e
instrument demonstrated strong internal con-
sistency (Cronbach’s alpha = 0.821). To evalu-
ate healthy living behavior, the study utilized
six items from Ozvurmaz and Mandiracioglu
(2017), exhibiting a reliability of 0.790. Eight
items were incorporated from Steptoe et al.
(1995) and Ratih et al. (2022) to assess healthy
food choices, with a reliability of 0.877. Trust
Figure 1. Conceptual model
Health
Awareness
H2H3
Sustainable
Consumption
H1
H5
Healthy Living
Behavior
Consumer Trust
H4
Healthy Food
Choices
H6
H6

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was measured using ve items from Steptoe et
al. (1995) with a reliability of 0.836, while sus-
tainable consumption was assessed through ve
items from Kim et al. (2013) with a reliability of
0.883. All items were rated on a ve-point Likert
scale.
e study utilized Smart-PLS (version 3.3) as
its primary statistical analysis tool. e analy-
sis involved three key steps. Firstly, a descrip-
tive analysis was conducted to collect demo-
graphic information. Secondly, the study as-
sessed the measurement model’s reliability and
validity, examining factors like factor loadings,
convergent validity, discriminant validity, and
measure reliability. Lastly, the structural model
was analyzed, investigating direct and indirect
eects on sustainable consumption and the me-
diating role of consumer trust in the relation-
ship between healthy food choices and sustain-
able consumption. Smart-PLS was employed to
scrutinize the structural model and determine
the signicance of model pathways (Hair et al.,
2018).
e respondents’ demographic data (Table 1)
reveal a balanced gender distribution, with
59.05% female and 40.95% male participants.
Most respondents, 56.67%, fall within the
Generation Z category (18-26 years old), while
43.33% are Millennials (27-42 years old), fo-
cusing on younger and nancially independent
adults. e study captured a diverse range of
occupations, with 46.19% being private em-
ployees, 16.19% being students, 14.29% being
government employees, 13.33% being entre-
preneurs, and 10.00% being from other profes-
sions. Income levels varied, with 16.67% earn-
ing over Rp. 10.000.000, 39.52% between Rp.
5.000.000 and Rp. 10.000.000, 24.76% between
Rp. 3.500.000 and Rp. 5.000.000, and 19.05%
below Rp. 3.500.000. Regarding dine-in fre-
quency at healthy food restaurants, 46.67% vis-
ited 1-2 times per month, 26.19% 3-4 times, 20%
5-6 times, and 7.14% more than six times. is
comprehensive demographic prole oers valu-
able insights into the diverse characteristics
of the study’s participants, laying the founda-
tion for exploring correlations between these
demographics and healthy food consumption
patterns.
Table 1. Descripve analysis
Characteriscs Frequency Percentage
Gender
Male 86 40.95%
Female 124 59.05%
Age
Gen Z: 18-26 years 119 56.67%
Millennial: 27-42 years 91 43.33%
Occupaon
Student 34 16.19%
Private Employee 97 46.19 %
Govt. Employee 30 14.29%
Entrepreneur 28 13.33%
Others 21 10.00%
Income
< Rp. 3.500.0 00 40 19.05%
Rp. 3.500.000-5.000.000 52 24.76%
Rp. 5.000.000-10.000.000 83 39.52%
> Rp. 10.000.000 35 16.67 %
Dine-in frequency at healthy food restaurants per
month
1-2 mes 98 46.67%
3-4 mes 55 26.19%
5-6 mes 42 20.00%
> 6 mes 15 7.1 4%
TOTA L 210 100%
In a structural equations framework, evaluating
the measurement model is vital to establish con-
struct validity and reliability and assess collinear-
ity. is study utilized both Cronbach’s alpha coef-
cients and composite reliability, surpassing the
recommended 0.7 threshold, indicating excellent
reliability. Additionally, values exceeding 0.50 af-
rmed convergent and divergent validity, follow-
ing Hair et al.’s (2018) guidelines.
3. RESULTS
Collinearity analysis employed the variance ina-
tion factor (VIF) to assess relationships among the
latent variables, with VIF values detailed in Table
2 conrming the absence of collinearity. e nd-
ings demonstrate strong reliability coecients for
all constructs and convergent and divergent valid-
ity. Collinearity analysis using VIF revealed no col-
linearity among the measured latent variables, en-
suring the robustness of the measurement model.
e analysis presented in Table 3, following the
Fornell-Larcker criterion, conrms the discrimi-
nant validity of the study’s constructs. e diago-

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nal values, representing the square root of the av-
erage variance extracted (AVE) for each construct,
consistently exceed the correlations between that
construct and others in the same row. is ob-
servation indicates that each construct explains
more variance within itself than it shares with
other constructs, demonstrating distinctiveness.
Furthermore, the o-diagonal values, represent-
ing correlations between dierent constructs, con-
sistently fall below the square root of the AVE for
the corresponding constructs, arming that the
constructs are distinct. ese ndings collectively
support the measurement model’s robustness and
arm the constructs’ discriminant validity, un-
derscoring their suitability for subsequent struc-
tural equation modeling analysis in the study.
e internal consistency of the indicators is pre-
sented in Appendix A. Six items (HA1, HA6, HLB3,
HLB6, HFC7, and HFC8) were removed to achieve
higher internal consistency and convergent valid-
ity. e measurement model was acceptable since it
satised all the criteria once the elements were re-
moved. e results for Cronbach’s alpha, composite
reliability, and AVE are all above the necessary cut-
o. e established thresholds for the dierent as-
sessments have been successfully achieved, validat-
ing the constructs’ reliability, validity, and absence
of collinearity. e data presented in Tables 2 and
3 and Appendix A collectively substantiate the ro-
bustness and soundness of the measurement model.
Comprehensive structural model evaluation
must be assessed, encompassing predictive ca-
pabilities, construct relationships, and relevant
criteria (Hair et al., 2018). Critical assessment
criteria for PLS-SEM structural models include
the signicance of path coecients (presented
in Figure 2 with removed indicators from Table
4), R2 values, eect sizes (f2), and predictive rel-
evance (Q2). ese criteria provide valuable in-
sights into the model’s relationships and its abil-
ity to make predictions.
Table 4 presents the structural model results,
showing the coecients of determination (R2),
cross-validated predictive relevance (Q2), and ef-
fect size (f2) for the relationships between the la-
tent constructs. e ndings indicate that healthy
food choices signicantly inuence sustainable
consumption, with an R2 value of 0.653, suggest-
ing that healthy food choices explain 65.3% of the
variance i n sustainable consumption. Additionally,
the Q2 value of 0.379 indicates that this relation-
ship has predictive relevance. Trust, in turn, al-
so signicantly aects sustainable consumption,
with an R2 of 0.612, explaining 61.2% of the vari-
ance, and a Q2 of 0.401, signifying predictive rel-
evance. Finally, trust is inuenced by healthy food
choices (R2 = 0.397) with an f2 eect size of 0.727,
indicating a moderate eect. ese ndings pro-
vide insights into the interrelationships among
these constructs in the structural model.
Table 2. Measurement model – Reliability and validity
Latent Constructs Internal Consistency Convergent
Validity Collinearity
Cronbach’s Alpha Composite reliability AVE VIF
Acceptable Values > 0.7 0 > 0.70 > 0.50 ≤ 3.3
Health Awareness 0.821 0.881 0.651 2.899
Healthy Food Choices 0.877 0.907 0.618 1.658
Healthy Lifestyle Behavior 0.79 0.863 0.613 2.899
Sustainable Consumpon 0.8 83 0.915 0.682 1.658
Tru st 0.836 0.884 0.605 –
Table 3. Fornell-Larcker criterion – Discriminant validity
Fornell-Larcker Criterion Health
Awareness
Healthy Food
Choices
Healthy Lifestyle
Behavior
Sustainable
Consumpon Trust
Health Awareness 0.807 – – – –
Healthy Food Choices 0.720 0.786 – – –
Healthy Lifestyle Behavior 0.809 0.7 99 0.783 – –
Sustainable Consumpon 0.472 0.575 0 .510 0. 826 –
Tru st 0.573 0.630 0.597 0.774 0.778

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e structural path model’s ndings, summa-
rized in Table 5 and depicted in Figure 2, pro-
vide compelling evidence of signicant relation-
ships among the constructs. Health awareness
positively inuences healthy food choices (β =
0.213, t-value = 2.633, p-value < 0.004), support-
ing H1. Likewise, healthy lifestyle behavior sig-
nicantly aects healthy food choices (β = 0.626,
t-value = 8.083, p-value < 0.000), conrming
H2. Healthy food choices, in turn, positively in-
uence sustainable consumption (β = 0.145, t-
value = 2.372, p-value < 0.009), supporting H3.
Moreover, healthy food choices signicantly
inuence trust (β = 0.630, t-value = 11.557, p-
value < 0.000), validating H4. Lastly, trust posi-
tively inuences sustainable consumption (β =
0.683, t-value = 14.137, p-value < 0.000), con-
rming H5. ese ndings collectively enhance
the understanding of the intricate interplay
between health awareness, healthy lifestyle be-
havior, healthy food choices, trust, and sustain-
able consumption, underscoring their pivotal
roles in shaping consumer behavior within the
study’s context.
Figure 2. SEM-PLS structural model
Table 4. Structural model results
Latent Construct R2Q2f 2
Sustainable Consumpon Tru st
Healthy Food Choices 0.653 0.379 0.033 0.658
Sustainable Consumpon 0.612 0.401 –
Tru st 0.397 0.235 0.727 –
Table 5. Structural path model
Hypotheses and Structural Paths Path
Coecient
Bootstrapping Results
t-value p-value
H1Health Awareness → Healthy Food Choices 0.213** 2.633 0.004 Supported
H2Healthy Lifes tyle Behavior → Healthy Foo d Choices 0.626** 8.083 0.000 Supported
H3Healthy Food Choices → Sustainable Consumpon 0.145** 2.372 0.009 Suppor ted
H4Healthy Food Choices → Trust 0.630** 11.557 0.000 Supported
H5Trust → Sustainable Consumpon 0.683** 14.137 0.000 Supported
Note: **t-value is signicant at p < 0.05.

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3.1. Mediation analysis
e mediation analysis results, as presented in Table
6, highlight the mediating role played by consumer
trust in the relationship between healthy food choic-
es and sustainable consumption. e ndings indi-
cate the signicance of the total eect (without the
mediating variable of consumer trust) of healthy
food choices on sustainable consumption (H3: β =
0.145, t-value = 2.372, p-value < 0.009). Furthermore,
the indirect eect of healthy food choices on sustain-
able consumption through the mediator of consum-
er trust is also highly signicant (β = 0.432, t-value =
8. 316, p < 0.000).
Upon introducing the mediating variable of consum-
er trust into the analysis, the impact of healthy food
choices on sustainable consumption remains ro-
bustly signicant, signifying a comprehensive eect
encompassing both direct and indirect pathways
mediated by consumer trust (H6: β = 0.577, t-value =
10.017, p < 0.000). is suggests that consumer trust
is a partial mediator, indicating complementary par-
tial mediation, in the intricate relationship between
healthy food choices and sustainable consumption.
e model depicted in Figure 2 and scrutinized in
Table 6 demonstrates signicant explanatory power,
particularly in the mediation model, where com-
plementary partial mediation is evident. is un-
derscores the crucial function of consumer trust as
a mediator in elucidating the link between healthy
food choices and sustainable consumption among
patrons of healthy food establishments.
4. DISCUSSION
e primary objective of this study was to explore
the interplay between economic factors and sus-
tainable consumption behaviors among patrons
of prominent healthy food restaurants in Jakarta,
Indonesia. Specically, it aimed to investigate how
economic considerations, such as health aware-
ness, lifestyle behavior, and consumer trust, inu-
ence the choices made by individuals regarding
healthy food consumption and its sustainabil-
ity. is analysis revealed that economic factors
played a signicant role in shaping consumer be-
havior, with health awareness and healthy life-
style behavior accounting for a substantial portion
(65.3%) of the variance in healthy food choices.
Moreover, the ndings indicated that consumer
trust, a critical economic determinant, mediated
the relationship between healthy food choices and
sustainable consumption, underscoring its impor-
tance in driving consumption patterns. Overall,
this study contributes valuable insights into the
economic dynamics underlying sustainable con-
sumption behaviors in the context of healthy food
establishments.
e signicant positive relationship between
healthy food choices and health awareness is sup-
ported by evidence from this study (H1: β = 0.213,
t = 2.633, p = 0.004), consistent with Ornish et al.
(1990), Grunert et al. (2014), Pechey et al. (2015),
and Satia et al. (2005), highlighting the inuence
of health consciousness on dietary preferences.
is relationship can be attributed to various eco-
nomic factors. Firstly, individuals with heightened
health awareness possess greater knowledge about
foods’ nutritional content and health benets, en-
abling them to make informed decisions that favor
their overall well-being. Additionally, increased
health consciousness fosters a greater appreciation
for the long-term implications of dietary choices,
motivating individuals to prioritize nutritious
foods over less healthy alternatives. Furthermore,
Table 6. Mediaon analysis
Direct Relaonship Direct
Eect
Direct Eect
(95% CI) t-value Signicance
(p < 0.05) Condion
Healthy Food Choices → Sustainable Consumpon 0.145 (0.052-0.246) 2.37 2 0.009 Signicant
Trust → Sustainable Consumpon 0.683 (0.596- 0.757) 14.137 0.000 Signicant
Mediaon Indirect
Eect
Indirect Eect
(95% CI) t-value Signicance
(p < 0.05) Condion
Healthy Food Choices → Trust → Sustainable Consumpon 0.432 (0.338-0.511) 8.316 0.000 Complementary
(Paral Mediaon)
Total Eect = Direct Eect + Indirect Eect Total Eect
(95% CI) t-value Signicance
(p < 0.05) Condion
Healthy Food Choices → Sustainable Consumpon 0.577 (0.475-0.665) 10.017 0.000 Signicant

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societal trends emphasizing health and wellness
shape consumer preferences in favor of nutritious
options. us, the pivotal role of health awareness
in guiding consumers toward healthier dietary be-
haviors is emphasized, underscoring the impor-
tance of promoting health education and awareness
initiatives to support informed food choices. ese
insights contribute to understanding the economic
factors inuencing dietary preferences and highlight
the signicance of cultivating health-conscious atti-
tudes to promote overall well-being.
e study’s second nding, indicating that healthy
food choices are positively inuenced by healthy
living behavior (H2: β = 0.626, t = 8.083, p = 0.000),
aligns with existing research that has consistently
underscored the profound impact of such behav-
iors on dietary preferences. e signicant eect of
regular exercise and balanced nutrition on individ-
uals’ food choices has been emphasized by Tuorila
and Hartmann (2020), Huang et al. (2022), Micha
et al. (2017), Lee and McCleary (2013), and Hwang
and Cranage (2010). is trend suggests that indi-
viduals who maintain healthy lifestyle practices pri-
oritize health-conscious dietary decisions, which is
corroborated by the ndings of this study. ese re-
sults highlight the inuential role of healthy living
behaviors in shaping healthier dietary habits among
consumers, emphasizing the economic implica-
tions of promoting such behaviors. Embracing hab-
its prioritizing physical activity and nutritious food
consumption leads to more informed dietary deci-
sions. It contributes to individuals’ overall well-be-
ing, potentially reducing healthcare costs associated
with diet-related health issues. erefore, fostering
healthy living behaviors holds economic signicance
in encouraging healthier dietary patterns among the
population, ultimately promoting public health and
reducing healthcare expenditures.
H3 (β = 0.145, t = 2.372, p = 0.009) is supported, re-
vealing a signicant positive relationship between
healthy food choices and sustainable consumption.
ese results are consistent with Mustafa et al. (2022),
Bazzani et al. (2020), and Ammann et al. (2023), who
highlighted the connection between nutritious food
selections and sustainable consumption trends. is
study shows that individuals prioritizing healthy
foods embrace sustainable consumption practic-
es. is underscores the importance of promoting
healthier dietary choices to foster sustainability in
consumption patterns. By advocating for the adop-
tion of nutritious and environmentally friendly food
options, stakeholders can contribute to cultivating
sustainable consumption behaviors and promot-
ing individual well-being and environmental health.
Such ndings underscore the interplay between di-
etary choices and sustainability, highlighting the po-
tential of healthy food choices to drive positive envi-
ronmental outcomes.
e ndings robustly conrm the fourth hypoth-
esis, revealing a notable positive correlation be-
tween selecting healthy foods and fostering con-
sumer trust (H4: β = 0.630, t = 11.557, p = 0.001).
ese results align with Loredo et al. (2013) and
Wu et al. (2021), who also found that individuals
who prioritize nutritious dietary choices tend to
trust the sources and quality of their food selec-
tions. is nding underscores the pivotal role of
healthy food choices in fostering consumer trust,
which can have signicant economic implications.
Consumers who trust the sources and quality of
their food are more likely to make repeated pur-
chases of healthy foods, contributing to the sus-
tainability and growth of the market for nutri-
tious food options. By encouraging the adoption
of nutritious dietary preferences, stakeholders can
promote healthier lifestyles and stimulate eco-
nomic activity in the food sector. Such insights
shed light on the intricate relationship between
dietary choices, consumer trust, and market dy-
namics, emphasizing the potential of healthy food
choices to fortify consumer condence and drive
economic growth.
e subsequent ndings also uphold H5 (β = 0.683,
t = 14.137, p = 0.001), elucidating a signicant pos-
itive association between trust and sustainable
consumption. ese results align with akur et
al. (2023) and Zhang et al. (2016), emphasizing the
crucial role of trust in promoting sustainable con-
sumption practices. Consumers who exhibit trust
in the sources and quality of their food choices are
more inclined to perpetuate consumption patterns
aligned with sustainability goals and contribute to
the sustainability of the food market. is under-
scores the importance of initiatives to cultivate
trust among consumers, as they play a central role
in promoting sustainable consumption behaviors
that can drive economic growth and support envi-
ronmental conservation eorts. By fostering trust

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in food systems and sources, stakeholders can em-
power consumers to make informed and sustain-
able choices, promoting economic prosperity and
environmental sustainability.
Finally, the signicant role of consumer trust in me-
diating the relationship between healthy food choic-
es and sustainable consumption (H6: β = 0.577, t =
10.017, p < 0.000) is supported. is nding is consis-
tent with Mastos and Gotzamani (2022), who have
underscored the importance of trust in fostering
sustainable consumption practices. Individuals who
trust the sources and quality of their food choices are
more inclined to perpetuate consumption patterns
aligned with sustainability goals, thereby contrib-
uting to the economic viability of sustainable food
markets. e present ndings add depth to this body
of literature by elucidating the mediating role of trust
in the relationship between healthy food choices and
sustainable consumption. Understanding the eco-
nomic mechanisms underlying consumer behaviors
and the pivotal role of trust is essential for devis-
ing eective strategies to promote sustainable con-
sumption patterns aligned with broader economic
objectives.
is study identied four potential paths inuenc-
ing sustainable consumption, each with varying
total eects:
1. Path 1: Health Awareness  Healthy Food
Choices  Trust  Sustainable Consumption:
Total Eect: 0.213  0.63  0.575 = 0.082
2. Path 2: Healthy Lifestyle Behavior 
Healthy Food Choices  Trust  Sustainable
Consumption: Total Eect: 0.626  0.63  0.575
= 0.225
3. Path 3: Health Awareness  Healthy Food
Choices  Sustainable Consumption: Total
Eect: 0.213  0.63 = 0.134
4. Path 4: Healthy Lifestyle Behavior  Healthy
Food Choices  Sustainable Consumption:
Total Eect: 0.626  0.63 = 0.394
Comparing the total eects of these paths, Path
4 (Healthy Lifestyle Behavior  Healthy Food
Choices  Sustainable Consumption) demon-
strates the highest impact (0.394). is high-
lights the signicance of healthy lifestyle behav-
iors in driving sustainable consumption prac-
tices and underscores the health benets and
economic advantages of adopting healthier liv-
ing habits.
e study oers valuable insights into the dy-
namics of health awareness, lifestyle behaviors,
and sustainable consumption, yet it faces certain
limitations. ese include constraints related to
sample size and the cross-sectional design, im-
pacting generalizability and establishing causal
relationships. Additionally, self-report bias may
aect data accuracy, necessitating careful in-
terpretation. Future research could explore the
economic aspects of sustainable consumption to
deepen one’s understanding, such as assessing
the cost-eectiveness of adopting sustainable
practices or investigating the economic incen-
tives driving consumer choices. Incorporating
economic perspectives into future studies can
provide valuable insights for policymakers and
businesses seeking to promote sustainable con-
sumption while considering economic factors.
CONCLUSION
is study examined the relationship among health awareness, healthy lifestyle behavior, healthy
food choices, trust, and sustainable consumption within the context of prominent healthy food res-
taurants in Jakarta, Indonesia. Notably, this analysis uncovered signicant economic dimensions in-
herent in sustainable consumption behaviors. e primary objective was to assess whether consum-
er trust mediated the relationship between healthy food choices and sustainable consumption, with
a particular focus on economic implications. e results revealed that health awareness and healthy
lifestyle behavior collectively explained 65.3% of the variance in healthy food choices and inuenced
consumer trust by 39.7%. Moreover, healthy lifestyle behavior and consumer trust emerged as sig-
nicant drivers of sustainable healthy food consumption, accounting for 61.2% of the variance.

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e ndings underscored the substantial economic impact of consumer trust as a mediator between
healthy food choices and sustainable consumption, substantiating all hypotheses. ese insights hold sig-
nicant economic implications for policymakers, businesses, and public health advocates, suggesting that
promoting healthier and more sustainable food choices can yield economic benets for both consumers
and businesses. By understanding the nuanced economic relationships uncovered in this study, stake-
holders can develop targeted interventions and policies to encourage healthier dietary habits and foster
sustainable consumption practices, ultimately contributing to both public health and economic prosperity.
AUTHOR CONTRIBUTIONS
Conceptualization: alia Agustina, Evi Susanti.
Data curation: alia Agustina, Junaid Ali Saeed Rana.
Formal analysis: Evi Susanti, Junaid Ali Saeed Rana.
Investigation: Evi Susanti, Junaid Ali Saeed Rana.
Methodology: alia Agustina, Evi Susanti, Junaid Ali Saeed Rana.
Project administration: Evi Susanti.
Supervision: Evi Susanti, Junaid Ali Saeed Rana.
Validation: Junaid Ali Saeed Rana.
Visualization: alia Agustina, Evi Susanti.
Writing – original dra: alia Agustina, Evi Susanti.
Writing – review & editing: Evi Susanti, Junaid Ali Saeed Rana.
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APPENDIX A
Table A1. Indicator analysis, discriminant validity, and collinearity
Latent
Variable
Indicators Before Removal Aer Removal
Code Descripon Outer
Loading
Outer
VIF
Outer
Loading
Outer
VIF
Health
Awareness
HA1 I consider health a top priority in my life. 0.581 1.525 Removed from analysis
HA2 I have adequate knowledge of how to take care of my health. 0.77 1.788 0 .745 1.52 3
HA3 I rounely check my health regularly. 0 .75 1.923 0.837 1.81
HA4 I try to maintain a healthy and balanced diet. 0.824 2.099 0.832 1.882
HA5 I exercise regularly to keep my body healthy. 0.774 1.784 0.808 1.726
HA6 I avoid risky behaviors that can harm my health, such as
smoking or consuming alcohol excessively. 0.61 1.301 Removed from analysis
Healthy
Living
Behavior
HLB1 I eat a healthy diet rich in fruits and vegetables. 0 .779 1.776 0 .791 1.6 4
HLB2 I avoid foods high in saturated fat, sugar, or salt. 0 .747 1.683 0.822 1.671
HLB3 I consume enough water ever y day (at least 8 glasses). 0.626 1.402 Removed from analysis
HLB4 I am well- rested and sleep for 7-8 hours every night. 0.719 1.553 0.751 1.515
HLB5 I manage stress well through relaxaon techniques or fun
hobbies. 0.768 1.687 0.76 6 1.493
HLB6 I maintain personal and environmental hygiene to prevent
disease. 0.698 1.673 Removed from analysis
Healthy
Food Choice
HFC1 I try to buy organic or pescide-free food if possible 0.769 1.92 0.798 1.903
HFC2 I reduce my meat consumpon and prefer plant-based
protein sources, such as beans or tofu/tempeh. 0.771 2.335 0.824 2.299
HFC3 I limit my consumpon of processed foods, such as ready-to -
eat foods or canned foods. 0.788 2.043 0.789 1.848
HFC4 I try to buy locally produced food to reduce the impac t of
transpor taon and support the lo cal economy. 0.7 79 1.923 0.774 1.745
HFC5 I pay aenon to the label and nutrional informaon on
food packaging before buying it. 0 .724 1.7 35 0.744 1.7 08
HFC6
I parcipate in programs or acvies that suppor t healthy
and sustainable food selec on, such as vegetable garden
communies or healthy cooking study groups.
0.715 2.13 0.786 2.078
HFC7 I realized the importance of eang healthy foods to maintain
a healthy body. 0.524 1.562 Removed from analysis
HFC8 Eang a healthy diet means avoiding or liming less healthy
foods. 0.589 1.63 Removed from analysis
Tru st
CT1
I believe that the healthy food restaurant I choose provides a
variety of healthy food choices that can meet my nutrional
needs.
0.79 1 .748 0 .792 1.748
CT2 I believe the healthy food restaurant I choose uses fresh and
quality ingredients in serving dishes. 0.783 1.7 24 0.783 1.724
CT3
I believe that the healthy food restaurant I choose can carr y
out cricism and suggesons from customers in paying
aenon to the source of food used, such as priori zing local
or organic products.
0.778 1.774 0.781 1.774
CT4 I believe healthy food restaurants use healthy cooking
methods, such as avoiding excessive oil or processing. 0.713 1.529 0.708 1.52 9
CT5
I believe healthy food restaurants provide clear informaon
about nutrional content and other important informaon on
the menu, thus making customers loyal.
0.822 2.044 0.822 2.044
Sustainable
Consumpon
HC1 I eat brous foods to improve digesve health. 0.819 2.098 0.819 2.098
HC2 I eat plant-based foods for a sustainable source of nutrion 0.782 1.805 0.782 1.805
HC3 I am commied to suppor ng local agriculture or sustainable
culvaon. 0.842 2.246 0.84 2. 246
HC4 I eat organic food to suppor t my health and environment. 0.855 2.431 0.856 2.431
HC5 I eat foods that reduce waste with sustainable processing and
producon. 0.832 2.169 0.832 2.169