Intention of Young Adult Customers in Indonesia to Purchase Organic Food Products: The Theory of Planned Behavior and Health Self-Identity

In response to growing interest in healthy and sustainable diets, this study extends the Theory of Planned Behavior (TPB) by integrating health self-identity (HSI) alongside attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC) to examine Indonesian consumers' organic food purchase intentions, with trust and habitual behavior serving as mediating variables. A structured survey was administered to 110 organic food consumers across Indonesia, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0 -- a variance-based approach particularly suited for predictive modeling with complex multi-construct frameworks and smaller sample sizes, requiring no distributional assumptions. Structural model results indicate that subjective norms significantly influence trust (beta = 0.299, p = 0.003), perceived behavioral control significantly influences habitual behavior (beta = 0.395, p < 0.001), and health self-identity significantly influences habitual behavior (beta = 0.288, p = 0.001). Furthermore, both trust (beta = 0.294, p = 0.003) and habitual behavior (beta = 0.424, p < 0.001) significantly influence purchase intention. Notably, attitude did not demonstrate a significant direct effect on either trust or habitual behavior in the Indonesian context. These findings highlight the importance of integrating HSI into the TPB framework and suggest that interventions targeting perceived behavioral control and health-conscious self-identity can effectively promote organic food consumption habits and, consequently, purchase intentions. Future research is recommended to apply multigroup analysis (MGA) to explore segment-specific differences across diverse demographic groups and to extend the model to broader cultural and generational contexts beyond the present Indonesian sample.