Consumer are increasingly concern about health and the environment. Food and beverage companies have started to capture this trend by implementing eco-label. Previous quantitative studies found that eco-label, have a significant positive impact on the attitudes towards green products. However, why consumers purchase and not purchase eco-labelled products and how they make decisions to consume remain largely unknown. This study aims to understand the process of consumer's decision making on adopting eco-labelled products in Indonesia. The qualitative study involved six focus group discussion with total number of 35 respondents in Jakarta and greater Jakarta area.
Based on the focus group discussion, there is little association between respondents' healthy lifestyle and green behavior. Furthermore, the impacts of global warming, were insufficient to trigger the respondents to do more for the environment. Both occasional users and non-users have fair awareness of eco-labelled foods and beverages at a spontaneous level. The respondents' knowledge of the eco-labelled has been even poorer than their level of awareness. However, the believability of the eco-label products was high. It is perceived as a healthier product with better quality. The trigger for green behavior is a health reason and sufficient knowledge and understanding on eco-friendliness. The strongest barriers to adopting eco-label products is the high price. Based on the study, education is the enabler for consumers' understanding of eco-friendly products and, later on, can transform into green behavior. The research findings enrich existing theory on the adoption model of eco-labelled food and beverages in the Indonesian context and provide valuable input to government and regulatory bodies, industry, and consumers.