The research developed a conceptual model based on Theory of Planned Behavior. The antecedents of product values, represented by hedonic of prestige, emotional, and sensory; then utilitarian of usability and health value. These variables were connected to attitude
that impacted the purchase intention. In addition subjective norms and behavioral control were also predicted to impact purchase intention. Price sensitivity and availability were proposed as moderator. All the items were measured using a 7 scale. This study used
demographic and consumption frequency as control variables.

The participants were Indonesian who already had access to information and opportunities to consume product which led to 403 valid responses. The descriptive analysis revealed that majority of respondents were 35-45 years old; higher in education, food expenditure; and occasionally consume it. The analyses performed using SmartPLS 3 by evaluating eleven reflective and one formative construct. A marker variable was applied to appraise whether the measurement experienced a common-method bias.
The findings have revealed in the first stage, perceived product values, except prestige were significant predictors in
determining attitudes. In the second stage, the attitude, subjective norms, and behavioral control significantly affected the purchase intentions. The analyses only partially support the moderator effect. However, moderator variables directly influence the purchase
intention. The proposed control variables had little influence on the relationship between variables.