Determinants of generation Z purchase intention for single origin chocolate in Indonesia

Study Program of Food Science and Technology, Faculty of Agriculture, Universitas Sebelas Maret, Ir. Sutami 36A, Surakarta, Central Java, Indonesia

^* Corresponding author: gustifauza@staff.uns.ac.id

Abstract

This study provides a comprehensive analysis of the factors influencing purchase intention for single origin chocolate among Generation Z consumers in Indonesia. This focus on single-origin, traceable products is increasingly vital for developing resilient, high-value supply chains necessary to withstand long-term environmental challenges impacting cocoa production. It specifically aims to quantify the partial and simultaneous influence of three key independent variables: consumer motivation, perceived quality, and perceived price. A quantitative, cross-sectional survey design was employed. Data was collected via an online questionnaire from 406 Indonesian Generation Z respondents, selected through a purposive sampling technique. The study's hypotheses were tested using multiple linear regression analysis, conducted after the instrument was confirmed for validity and reliability, and all classical assumption tests (normality, multicollinearity, and heteroscedasticity) were successfully met. The findings demonstrate that for this emergent, premium product, Generation Z's purchase intention is overwhelmingly driven by a clear value calculation. This research provides a robust predictive model for producers. Marketing strategies should prioritize justifying the premium price point by clearly and transparently communicating unique quality attributes (e.g., sensory profiles, origin story) to align with and activate existing consumer motivations.