<![CDATA[While sustainable palm oil is central to Indonesia’s climate agenda, behavioral engagement among youth remains underexplored. This study applies the Theory of Planned Behavior (TPB) to identify psychological drivers of students’ intentions to promote sustainable palm oil practices within their home regions. We surveyed 150 university students originating from Riau, Jambi, and West Kalimantan via an online questionnaire and analyzed the data using Structural Equation Modeling with SmartPLS. The extended TPB model integrates sustainability knowledge and prosocial motivation as antecedents of attitude, while retaining attitude, subjective norm, and perceived behavioral control (PBC) as predictors of intention. Results indicate that knowledge and prosocial motivation significantly strengthen positive attitudes toward sustainable practices. In turn, attitude, subjective norm, and PBC strongly predict behavioral intention. Intention also mediates the relationship between these psychological factors and students’ planned sustainability actions. The model explains 93.6% of the variance in behavioral intention (R² = 0.936), suggesting substantial explanatory power for youth engagement in resource-based communities. Theoretically, this research enriches TPB by incorporating prosocial motivation into sustainability behavior, clarifying how value laden drivers shape attitude formation and subsequent intention. Practically, findings offer actionable guidance for universities, local cooperatives, and policymakers to design youth-oriented interventions that build knowledge, leverage social influence, and reduce perceived barriers to action through curriculum modules, peer-led campaigns, and community partnerships. By positioning students as locally embedded catalysts, these interventions can translate intention into concrete advocacy and education activities that support responsible, certified palm oil. Overall, the study highlights how empowering students as sustainability multipliers can accelerate grassroots transitions consistent with Indonesia’s climate and development goals, while providing a scalable behavioral framework for similar resource-dependent regions.]]>
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