DATA ANALYSIS OF HOW DO SUSTAINABLE SUPPLY CHAIN PRACTICES INFLUENCE CUSTOMER INTENTION FOR HERBAL PRODUCTS?

Environmental degradation and increasing global industrial emissions have driven the emergence of Sustainable Supply Chain Management (SSCM) as a strategic corporate response to sustainability challenges. This study examines the influence of the economic, social, and environmental pillars of SSCM on customer intention toward herbal products in Indonesia. A quantitative explanatory approach was employed, with data collected through a structured questionnaire and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS 4.0. The findings demonstrate that all three SSCM pillars positively and significantly influence customer intention, with the social pillar showing the strongest effect, followed by the economic and environmental pillars. These results extend the applicability of Triple Bottom Line-based SSCM frameworks to manufacturing and agro-industry settings in developing countries, while repositioning the social dimension as a primary strategic lever for consumer engagement in sustainable supply chain management.