Determining Factors that Influence Young Consumers’ Purchase Intention toward Eco Friendly Batik in Indonesia

HRMARS - Purpose: This study aimed to examine the determinants influencing young Indonesian consumers’ intention to purchase eco-friendly batik, focusing on ecological consciousness (EC) and perceived brand image (PBI) as key antecedents, with psychological ownership (PO) serving as a mediating factor. By integrating both cognitive and affective dimensions, the research sought to provide insights into the psychological processes that drive sustainable fashion consumption among Millennials and Generation Z. Design/methodology/approach: A quantitative research design was employed, collecting 492 valid responses from Indonesian Millennials and Generation Z through an online survey. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The analysis examined the reliability and validity of the measurement model, tested structural relationships among constructs, and assessed potential mediation effects. Findings: The results revealed that ecological consciousness directly and positively influenced purchase intention, highlighting its role as a key motivator for eco-friendly batik consumption. Perceived brand image significantly predicted psychological ownership but did not directly affect purchase intention. Although both EC and PBI positively shaped psychological ownership, PO neither significantly predicted purchase intention nor mediated the relationships between the antecedents and purchase intention. These findings suggest that cognitive awareness of environmental issues primarily drives intention, whereas brand perceptions and psychological ownership have a more limited influence on actual behavioural intention in this context. Research limitations/implications: The cross-sectional design restricts causal inference, and the study’s focus on young Indonesian consumers may limit generalisability across age groups or cultural settings. Future research could integrate additional antecedents such as cultural identity, perceived authenticity, or product involvement, and adopt longitudinal or mixed-method approaches. Theoretically, the findings extend discussions on the attitude–behaviour gap by demonstrating that psychological ownership alone may be insufficient to activate sustainable behavioural intention in cultural product markets. Practical implications: The results suggest that environmental awareness campaigns remain crucial for increasing adoption of eco-friendly batik. While perceived brand image strengthens psychological ownership, converting this attachment into behavioural intention requires complementary strategies. Producers and marketers should prioritise narrative-based branding, cultural storytelling, co-creation experiences, and personalised product engagement to deepen emotional connection and support purchase intention of eco-friendly batik. Originality/value: This study offers one of the first empirical examinations integrating ecological consciousness, brand image, and psychological ownership in the context of eco-friendly batik. It provides a culturally grounded understanding of sustainable fashion adoption in Indonesia and challenges prevailing assumptions by showing that psychological ownership does not always mediate cognitive determinants of sustainable purchase intention. The findings contribute to theoretical knowledge and offer practical guidance for the eco-friendly craft sector in emerging markets.