Consumer Intention to Purchase Organic Ice Cream: How Health Awareness and Product Knowledge Support SDG 3 on Good Health and Well-Being

Objective: The study aims to examine the factors influencing consumer purchase intention towards organic ice cream in Indonesia. Adopting organic food products aligns with SDG 3, which promotes a healthy lifestyle. Theoretical Framework: This study employs the Theory of Planned Behavior (TPB) framework as the foundation for model development. The TPB model is expanded with additional variables: health awareness and product knowledge. Method: This type of research is quantitative research with a sample of 262 respondents. The sampling technique in this study used purposive sampling, and the data collection method used a survey. To test the data collected with Structural Equation Model (SEM) Partial Least Square (PLS). Results and Discussion: Consumers with high knowledge about the health benefits of organic ice cream tend to have a higher intention to purchase it. Product knowledge has a positive and significant indirect impact on the intention to buy organic ice cream through its influence on attitude. Research Implications: Our research highlights the knowledge gap regarding organic ice cream, in developing countries such as Indonesia. By extending the TPB model, we provide a more nuanced understanding of consumer decision-making processes. Originality/Value: Theoretically, this study addresses a gap in the existing literature by examining the mediating role of attitudes in predicting the intention to purchase organic ice cream. In practice, marketers need to increase organic food advertising and conduct consumer education to help them recognize organic products and their good health effects.