Modeling consumer purchase intention for upcycled okara products using PLS-sem

Upcycling tofu dregs, or okara, offers potential health, economic, and environmental advantages; however, evidence linking its nutritional value, circular economy relevance, and consumer acceptance remains fragmented. This study aims to address this gap by developing and empirically testing a Triple Sustainability-Driven Behavioral Intention Model that links Perceived Health Benefit (PHB), Economic Value Perception (EVP), Environmental Concern (EC), Attitude (ATT), and Purchase Intention (PI). Following literature-based model development, a cross-sectional survey was conducted with 365 consumers from five selected subdistricts in Semarang, Indonesia. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS 4, with reflective measurement assessment based on indicator loadings, Cronbach’s alpha, rho_A, composite reliability, average variance extracted, discriminant validity, and bootstrapped path coefficients. The measurement model demonstrated sufficient reliability and convergent validity, with indicator loadings ranging from 0.79 to 0.89, reliability coefficients from 0.89 to 0.93, and AVE values from 0.69 to 0.73. In the structural model, Attitude emerged as the strongest proximal predictor of Purchase Intention (β = 0.472, p < 0.001). Economic Value Perception exerted the strongest influence on Attitude (β = 0.512, p < 0.001) and also directly affected Purchase Intention (β = 0.284, p < 0.001), indicating partial mediation. Environmental Concern positively affected Attitude (β = 0.245, p = 0.003) and had an indirect effect on Purchase Intention, whereas Perceived Health Benefit influenced both Attitude (β = 0.171, p = 0.009) and Purchase Intention (β = 0.117, p = 0.032). These findings suggest that consumers evaluate okara-based upcycled foods mainly through value-for-money and perceived health benefits, while environmental concern strengthens attitude formation rather than replacing functional and economic evaluations. Early market introduction should therefore integrate credible health claims, transparent value-for-money communication, and concise environmental messaging. Future studies should validate the model across broader consumer demographics, product contexts, and actual purchase behavior.