The Influence Of Circular Economy Awareness And Green Marketing On Sustainable Purchase Intention Among F&B Consumers In Indonesia

Abstract

Sustainable consumption has become increasingly important in the food and beverage sector due to its contribution to resource use and waste generation. This study aims to examine the influence of Circular Economy Awareness and Green Marketing on Sustainable Purchase Intention among F&B consumers in Indonesia. A quantitative approach was employed using an online questionnaire distributed to 120 consumers selected through purposive sampling. Respondents were Indonesian residents aged 18 years or older who had purchased F&B products within the previous six months. Data were analyzed using multiple linear regression after conducting validity, reliability, normality, heteroscedasticity, and multicollinearity tests. The results indicate that Circular Economy Awareness has a positive and significant influence on Sustainable Purchase Intention, with a standardized coefficient of 0.561 and a significance level below 0.001. Green Marketing also has a positive and significant influence, with a standardized coefficient of 0.261 and a significance level of 0.003. Simultaneously, both variables significantly influence Sustainable Purchase Intention and explain 59.9% of its variance. Circular Economy Awareness demonstrates a stronger influence than Green Marketing, indicating that consumers’ understanding of circular economy principles plays an important role in encouraging sustainable purchasing intentions. These findings highlight the importance of combining consumer education on circular economy practices with credible and environmentally oriented marketing strategies to promote sustainable consumption in the Indonesian F&B sector.