“…In general, previous research has found that health consciousness has positive and significant effect on customers' purchase intention toward herbal products, supplements, and organic and green products (Widyaningtyas et al, 2023;Handayani & Darmawan, 2022;Wahab & Tajuddin, 2020;Parashar et al, 2023;Damberg, 2022;Shah et al, 2021;Tan et al, 2019). Meanwhile, some researchers fail to find the significant effect of health consciousness on customers' purchase intention toward herbal products, supplements, and organic and green products (Sultan et al, 2019;Asteria & Hati, 2023;Echchad, 2023). Based on the description above, the following research hypothesis can be formulated.…”