Sustainable marketing can be done by understanding consumer behavior, including reviewing the concept of consumer purchase intention. The purpose of the research is in line with the problem phenomenon, namely to examine the concept of consumer purchase intention and its analysis. The research method used is descriptive qualitative, in which a study is carried out by determining the phenomena of the problem until the analysis is based on previous theoretical studies. The results of the study show that consumer purchase intention is consumer interest in products that come from consumers based on the evaluation of information obtained by consumers. There are factors that can support the increase in consumer purchase intention that comes from internal consumers, namely concern, perceived value, subjective norm and trust. This research is useful for companies as initial information in determining a marketing strategy based on changes in consumer behavior.