## 1 Introduction  
According to Polaris Market Research [1], the propolis product market has been experiencing significant growth, driven by an increasing consumer interest in healthier lifestyles, which has been fueled by improved living conditions. Specifically, the global sales volume of propolis products in 2024 is estimated to reach approximately 650.9 million USD, with projections indicating a rise to approximately 954.3 million USD by 2032. As a functional food offering natural health benefits, propolis has gained considerable popularity, particularly due to its plant-based origin compared to synthetic alternatives [2, 3, 4]. This suggests that the propolis market holds considerable promise, and understanding consumer behavior is crucial for ensuring the long-term sustainability of the industry. This research selects intention to purchase as the outcome variable because it is directly related to the sales growth of vendors [5, 6]. Also, many studies in the food market domain have adopted intention to purchase as the dependent variable to scrutinize behavioral characteristics [7, 8, 9]. Such abundance leads this work to choose intention to purchase as a dependent variable considering its worth as an attribute in the consumer behavior research domain. Another key focus of this study is healthiness, which refers to consumer perception of the potential improvement in their health through the consumption of specific food products. Scholars have suggested that the primary motivation for propolis consumption is the enhancement of health, particularly through strengthening the immune system [2; 10; 11]. This indicates that the perception of health benefits could serve as a significant motivator for propolis consumption. This study uses the perception of the anti-oxidant effect as an independent variable. In the packaging and advertising of propolis products, the anti-oxidant effect is often emphasized to attract consumers [12; 13]. However, limited research has explored how the perception of anti-oxidants influences product evaluation. Given that such claims may be difficult for consumers to fully understand; it is important to assess whether these messages are effective in resonating with them. In addition, this study incorporates brand trust as another key explanatory variable. Brand serves as a crucial differentiator in the marketplace [14; 15], especially as global propolis product manufacturers (e.g., Apis Flora (Sao Paulo, Brasil), Bee Health Limited (London, UK), and Manuka Health New Zealand Ltd. (Auckland, New Zealand)) enter the market to drive sales growth [16]. In this context, the role of brand trust becomes increasingly significant, as prior research has shown that brand trust is positively linked to consumers' decision making and purchase intentions [14; 17; 18]. Another objective of this study is to examine the moderating effect of nutrition disclosure. The primary purpose of nutrition disclosure is to provide consumers with clear and accurate information to facilitate better decision making [19; 20]. However, individuals often do not engage in meticulous decision-making processes due to the time and effort required [21; 22]. As a result, scholars have argued that heuristics--quick judgments made without thorough contemplation--are commonly employed in consumer behavior [21; 23; 24]. It is therefore reasonable to assume that consumers are likely to evaluate propolis products based on marketing messages and brand perceptions of their benefits. In other words, a more careful consideration of nutrition labeling, as a form of nutrition disclosure, is likely to influence consumer evaluations. This research, therefore, seeks to explore the moderating role of nutrition disclosure in the relationships between the anti-oxidant effect, brand trust, and healthiness, using the heuristic effect as the theoretical foundation. In summary, the primary aim of this study is to investigate the relationships between the anti-oxidant effect, brand trust, healthiness, and the intention to purchase propolis products.