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

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.


INTRODUCTION
Millennial and Generation Z cohorts, accounting for over half of the nation's population, significantly shape Indonesia's demographic landscape.This growing segment, ranging from 18 to 42 years old, has notably embraced fast food, drawn by its convenience and palatable flavor profiles.The inclusion of individuals as young as 18 reflects a focus on those who are likely to be financially independent and capable of making their own purchasing decisions.However, this dietary inclination has sparked concerns over its detrimental health effects, leading to colloquial references such as the "machine generation" due to the prevalence of fast food consumption.Despite its affordability and accessibility, fast food is increasingly recognized as an unhealthy dietary choice, with instant noodles often 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-

LITERATURE REVIEW AND HYPOTHESES
According to the World Health Organization (WHO, 2019), health awareness embodies an ongoing 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 encompassing mental, physical, and social dimensions distinct from conditions of illness, crucial for enhancing individual quality of life.Loebnitz and Grunert (2018) define 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 behaviors.Similarly, Castellini et al. (2023) conceptualize 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 information.Synthesizing these perspectives, health awareness denotes a condition wherein individuals possess heightened understanding and consciousness regarding their health and surroundings, empowering them to undertake appropriate measures to sustain and enhance their well-being.
Facilitating behavioral change within the framework of health maintenance poses considerable challenges.Established lifestyles and daily behaviors are deeply ingrained, akin to consumption patterns, and fostering gradual shifts toward healthier routines demands significant time and effort (Blue et al., 2016).The prevailing assumption in most models of healthy behavior change is that individuals 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, proactive health management can mitigate potential disease risks (Pedrelli et al., 2015).Furthermore, healthy living principles apply across diverse settings, including the workplace.Cultivating healthy behaviors within organizational contexts fosters a safe and conducive work environment.Such initiatives enhance employees' self-assurance, job satisfaction, and skills, bolster morale, and alleviate stress (Ulutaşdemir 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 Hwang and Cranage (2010) suggest associations between dietary factors and mortality, variations in consumer perceptions of health and healthy food, and the effectiveness of interventions in food environments for improving diet quality among youth and young adults.Healthy food choices can impact consumers' confidence in their health.Those who opt for healthy foods often exhibit greater confidence in their health due to their mindful consumption habits.Poor dietary habits, including insufficient intake of fruits and vegetables, contribute significantly to the global disease burden (Brown et al., 2019).
Consumers who opt for healthy foods typically experience improved physical and mental wellbeing, enhancing their confidence and trust in their dietary choices.This study aims to investigate the economic implications of consumer confidence 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 public 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 following hypotheses are formulated:

RESULTS
Collinearity analysis employed the variance inflation factor (VIF) to assess relationships among the latent variables, with VIF values detailed in Table 2 confirming the absence of collinearity.The findings demonstrate strong reliability coefficients for all constructs and convergent and divergent validity.Collinearity analysis using VIF revealed no collinearity among the measured latent variables, ensuring the robustness of the measurement model.
The analysis presented in Table 3, following the Fornell-Larcker criterion, confirms the discriminant validity of the study's constructs.The diago-nal values, representing the square root of the average variance extracted (AVE) for each construct, consistently exceed the correlations between that construct and others in the same row.This observation indicates that each construct explains more variance within itself than it shares with other constructs, demonstrating distinctiveness.Furthermore, the off-diagonal values, representing correlations between different constructs, consistently fall below the square root of the AVE for the corresponding constructs, affirming that the constructs are distinct.These findings collectively support the measurement model's robustness and affirm the constructs' discriminant validity, underscoring their suitability for subsequent structural equation modeling analysis in the study.
The internal consistency of the indicators is presented in Appendix A. Six items (HA1, HA6, HLB3, HLB6, HFC7, and HFC8) were removed to achieve higher internal consistency and convergent validity.The measurement model was acceptable since it satisfied all the criteria once the elements were removed.The results for Cronbach's alpha, composite reliability, and AVE are all above the necessary cutoff.The established thresholds for the different assessments have been successfully achieved, validating the constructs' reliability, validity, and absence of collinearity.The data presented in Tables 2 and  3 and Appendix A collectively substantiate the robustness and soundness of the measurement model.
Comprehensive structural model evaluation must be assessed, encompassing predictive capabilities, construct relationships, and relevant criteria (Hair et al., 2018).Critical assessment criteria for PLS-SEM structural models include the significance of path coefficients (presented in Figure 2 with removed indicators from Table 4), R 2 values, effect sizes (f 2 ), and predictive relevance (Q 2 ).These criteria provide valuable insights into the model's relationships and its ability to make predictions.

Mediation analysis
The mediation analysis results, as presented in Table 6, highlight the mediating role played by consumer trust in the relationship between healthy food choices and sustainable consumption.The findings indicate the significance of the total effect (without the mediating variable of consumer trust) of healthy food choices on sustainable consumption (H 3 : β = 0.145, t-value = 2.372, p-value < 0.009).Furthermore, the indirect effect of healthy food choices on sustainable consumption through the mediator of consumer trust is also highly significant (β = 0.432, t-value = 8.316, p < 0.000).
Upon introducing the mediating variable of consumer trust into the analysis, the impact of healthy food choices on sustainable consumption remains robustly significant, signifying a comprehensive effect encompassing both direct and indirect pathways mediated by consumer trust (H 6 : β = 0.577, t-value = 10.017,p < 0.000).This suggests that consumer trust is a partial mediator, indicating complementary partial mediation, in the intricate relationship between healthy food choices and sustainable consumption.
The model depicted in Figure 2 and scrutinized in Table 6 demonstrates significant explanatory power, particularly in the mediation model, where complementary partial mediation is evident.This underscores 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.

DISCUSSION
The 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.Specifically, it aimed to investigate how economic considerations, such as health awareness, lifestyle behavior, and consumer trust, influence the choices made by individuals regarding healthy food consumption and its sustainability.This analysis revealed that economic factors played a significant role in shaping consumer behavior, with health awareness and healthy lifestyle behavior accounting for a substantial portion (65.3%) of the variance in healthy food choices.Moreover, the findings indicated that consumer trust, a critical economic determinant, mediated the relationship between healthy food choices and sustainable consumption, underscoring its importance in driving consumption patterns.Overall, this study contributes valuable insights into the economic dynamics underlying sustainable consumption behaviors in the context of healthy food establishments.
The significant positive relationship between healthy food choices and health awareness is supported by evidence from this study ( This relationship can be attributed to various economic factors.Firstly, individuals with heightened health awareness possess greater knowledge about foods' nutritional content and health benefits, enabling 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,

CONCLUSION
This study examined the relationship among health awareness, healthy lifestyle behavior, healthy food choices, trust, and sustainable consumption within the context of prominent healthy food restaurants in Jakarta, Indonesia.Notably, this analysis uncovered significant economic dimensions inherent in sustainable consumption behaviors.The primary objective was to assess whether consumer trust mediated the relationship between healthy food choices and sustainable consumption, with a particular focus on economic implications.The results revealed that health awareness and healthy lifestyle behavior collectively explained 65.3% of the variance in healthy food choices and influenced consumer trust by 39.7%.Moreover, healthy lifestyle behavior and consumer trust emerged as significant drivers of sustainable healthy food consumption, accounting for 61.2% of the variance.
The findings underscored the substantial economic impact of consumer trust as a mediator between healthy food choices and sustainable consumption, substantiating all hypotheses.These insights hold significant economic implications for policymakers, businesses, and public health advocates, suggesting that promoting healthier and more sustainable food choices can yield economic benefits for both consumers and businesses.By understanding the nuanced economic relationships uncovered in this study, stakeholders 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.
Loffredo 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- Thakur et al. (2023)explored how product quality, perceived value, and trust affect the adoption of green products, emphasizing their crucial role in promoting sustainable consumption behaviors.Similarly, Zhang et al. (2016) investigated strategies for enhancing institutional-based trust in sustainable consumption, highlighting the significance of transparent disclosure mechanisms.Their findings underscore the importance of trust-building mechanisms and transparent disclosure in facilitating sustainable consumer practices.Mastos and Gotzamani (2022) demonstrate that trust in the sustainable consumption of nutritious food consistently affects consumer choices, encouraging the selection of healthy and sustainable food options and fostering more responsible consumer behavior with sustainability in mind.

Table 2 .
Measurement model -Reliability and validity

Table 4 .
Structural model results