Factors Influencing Consumer Intention to Purchase Plant-Based Milk in Indonesia: An Exploratory Research

The consumption rate of plant-based milk has been increasing in recent years. This also suggests the decreasing trend cow consumption, as consumers shift to milk. study aims examine what factors influence consumers’ intention drink For this purpose, approach-avoidance theory was adopted explore both facilitating (positive) and inhibiting (negative) that consume product. adopts qualitative research by interviewing 15 comparing them with 10 about their perception consumption. Indonesia chosen one large emerging economy Southeast Asia a tremendous rate. findings suggest nine affecting consumers' purchasing milk, namely: trends, price, sickness awareness, nutrition sensory, environmental concerns, packaging, brand, ways consume.
 Keywords: consumer intention, research,