Plant-based milk is an aqueous liquid obtained from different plant materials such as cereals, legumes, nuts, seeds and pseudocereals developed to replace animal milk (Jeske et al., 2016). The plant-based milk movement is popularized by the increasing number of lifestyle choices such as vegetarian, vegan and flexitarian. The plant-based trend accelerates during the pandemic with people becoming more aware of their health and what kinds of food would give them the most health benefits (Fauzia, 2021). In Indonesia, especially in Jakarta, many people are entering the vegan era. According to the data retrieved from Statista (2021), more than 80% of Indonesians consume various plant-based milk types. The surge of interest in consuming plant-based milk in Indonesia, especially in Jakarta, has been influenced by the increased lifestyle trend, which has become viral on social media. Cafes and coffee shops are jumping on the bandwagon of opportunity in customers' curiosity about plant-based milk. The researcher wants to determine the purchase intention of plant-based milk from people living in Jakarta. The researcher conducts qualitative research with an open-ended interview to 6 informants who represent different demographic backgrounds in Jakarta. The researcher found that the initial purchase intention of plant-based milk might evolve to another intention after a certain period of adapting to drinking plant-based milk. The researcher use Marketing Mix (4P's) elements to determine what influence their purchase intention.

Keywords: Plant-based Milk, Purchase Intention, Lifestyle, Health Condition, Vegan, Marketing Mix (4P’s), Jakarta