Aesthetic Appeal, Affordability, and Sustainability in Modeling Tumbler Purchase Behavior

This quantitative study examines the impact of the uniqueness of product design and competitive pricing on millennial consumers’ purchasing decisions for reusable tumblers in Indonesia, utilizing an extended Theory of Planned Behavior (TPB) framework. Unlike most TPB-based studies that focus solely on internal psychological constructs, this research integrates external product-level factors as antecedents shaping Behavioral intention and action. A structured questionnaire was distributed to 400 respondents from the millennial generation in Central Java, and the data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS). The research tested six direct and two mediating hypotheses, highlighting the roles of product attractiveness and buying interest as mediators. Results show that the uniqueness of product design and price both significantly influence buying interest and, indirectly, purchasing decisions. Interestingly, product attractiveness does not directly lead to purchasing behavior but exerts its influence through buying interest, forming a novel sequential mediation model. This finding contributes to the theoretical enrichment of TPB by bridging external stimuli and consumer behavior through psychological engagement. Practically, the study provides insights for marketers and product developers targeting environmentally aware millennials in emerging markets, emphasising that combining aesthetic appeal with affordability can effectively drive sustainable product adoption. By contextualizing consumer behavior in Central Java’s socio-economic setting, this study contributes local empirical evidence to the growing literature on sustainable consumption in Southeast Asia.