CAN MYTHS, RITUALS, AND MAGIC INCREASE SELF-EFFICACY AND CONSUM-ER BEHAVIOR FOR INCREASING A HEALTHY LIFESTYLE?

Nowadays, the healthy lifestyle of modern society has increased. However, still considers myths, rituals, and magic to improve their lifestyle. This study aims discover how magic, which are part consumer behavior culture, increase self-efficacy in society. research used a qualitative approach based on for breastfeeding mothers. In-depth interviews were conducted determine among eleven mothers improving The coding process all participants NVivo analyze interviews' results. indicated that most informants believe about It indicates Indonesians having solid could be considered increasing behavior. So, is currently significant concern community, especially during Covid-19 pandemic. changed many routines ways no one anticipate so it can reduce community's lifestyle, Indonesian, who live millennial era, consider culture as considerations living Further should sustainability seen from social capital through knowledge mechanisms regarding current environmental issues involvement environment. In addition, paying attention ethics ethnicity crucial discussing community when considering consumers' lifestyles.