Going Green: How Consumption Values Lead to Green Consumption Behavior in Z Generation

https://doi.org/10.35912/amor.v3i1.1207
Published: Oct 20, 2022

Abstract:

Purpose: Consumption of plastic, especially single-use ones, is seen today as one of the leading environmental problems since it is used for a very short time and takes hundreds of years to decompose. At the same time, there has been a growing awareness to consume environmentally friendly products and minimize the use of plastic. Similar research has been conducted but in a limited amount in the Z generation context. This study aimed to identify the correlation between green consumption values and green consumption behavior in the Z generation.

Research methodology: The variables in this study were measured using the GREEN scale and the ECCB scale. The collected data was analyzed by using correlational methods. The two-stage cluster-random sampling technique was used, and 202 respondents participated in this study.

Results: The results showed that there is a significant positive correlation between green consumption value and green consumption behavior at a moderate level. Five indicators of green consumption behavior correlate to green consumption value (recycled products, biodegradability, driving habits/oil dependency, consumer purchase, and reduction in electricity).

Limitations: Limitations related to this study were also discussed as its opportunity for further research.

Contribution: These findings will empower people to understand how our value will create green consumption behavior, and it will derive following sustainable buying behavior.

Keywords:
1. Green Consumption Values
2. Green Consumption Behavior
3. Z Generation
Authors:
1 . Fadilla Lastriany
Faculty of Psychology, Universitas Padjadjaran, Indonesia
2 . Rezki Ashriyana Sulistiobudi
Faculty of Psychology, Universitas Padjadjaran, Indonesia
3 . Marina Sulastiana
Faculty of Psychology, Universitas Padjadjaran, Indonesia
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How to Cite
Lastriany, F., Sulistiobudi, R. A., & Sulastiana, M. (2022). Going Green: How Consumption Values Lead to Green Consumption Behavior in Z Generation. Annals of Management and Organization Research, 3(1), 83–95. https://doi.org/10.35912/amor.v3i1.1207
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Issue & Section
Vol. 3 No. 1 (2021): August
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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  1. Astuti, S. P. (2019). Minat Beli Produk Ramah Lingkungan Mahasiswa Pecinta Lingkungan di Surakarta. Relevance: Journal of Management and Business, 2(1).
  2. Biswas, A., & Roy, M. (2015). Leveraging factors for sustained green consumption behavior based on consumption value perceptions: testing the structural model. Journal of cleaner production, 95, 332-340.
  3. Chaturika, S., & Kalpani, G. (2020). Environmental management accounting and waste management practices: A case of a manufacturing company.
  4. Cheung, M. F., & To, W. M. (2019). An extended model of value-attitude-behavior to explain Chinese 'consumers' green purchase behavior. Journal of Retailing and Consumer Services, 50, 145-153.
  5. Choi, D., & Johnson, K. K. (2019). Influences of environmental and hedonic motivations on intention to purchase green products: An extension of the theory of planned behavior. Sustainable Production and Consumption, 18, 145-155.
  6. D'Souza, C., Taghian, M., Lamb, P., & Peretiatko, R. (2007). Green decisions: demographics and consumer understanding of environmental labels. International Journal of Consumer Studies, 31(4), 371-376.
  7. do Paço, A., Shiel, C., & Alves, H. (2019). A new model for testing green consumer behaviour. Journal of cleaner production, 207, 998-1006.
  8. Fakir, M. K. J., & Miah, M. R. (2021). Factors Influencing E-WOMs in Restaurant Business: Evidence from Bangladesh. Journal of Sustainable Tourism and Entrepreneurship, 3(1), 17-36.
  9. Han, H., Hwang, J., & Lee, M. J. (2017). The value–belief–emotion–norm model: Investigating 'customers' eco-friendly behavior. Journal of Travel & Tourism Marketing, 34(5), 590-607.
  10. Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336-354.
  11. Kamenidou, I. C., Mamalis, S. A., Pavlidis, S., & Bara, E.-Z. G. (2019). Segmenting the generation Z cohort university students based on sustainable food consumption behavior: A preliminary study. Sustainability, 11(3), 837.
  12. Khan, S. N., & Mohsin, M. (2017). The power of emotional value: Exploring the effects of values on green product consumer choice behavior. Journal of cleaner production, 150, 65-74.
  13. Magfira, A. A., & Indrawati, I. (2017). Analisis Pengaruh Faktor-faktor Nilai Hijau (Green Values) Terhadap Minat Beli Masyarakat di Kota Bandung. SOSIOHUMANITAS, 19(2).
  14. Naab, R., & Bans-Akutey, A. (2021). Assessing the use of e-business strategies by SMEs in Ghana during the Covid-19 pandemic. Annals of Management and Organization Research, 2(3), 145-160.Pradita, N. F. (2021). Anak Muda dan Zero Waste; Dari Perubahan Gaya Hidup Hingga Kebijakan. Retrieved from https://aliansizerowaste.id/2020/09/11/anak-muda-dan-zero-waste-dari-perubahan-gaya-hidup-hingga-kebijakan/
  15. Prasetyani, A. (2012). Hubungan antara Perceived Consumer Effectiveness (PCE) 105 dengan Ecologically Conscious Consumer Behavior (ECCB) pada Mahasiswa Fakultas Psikologi Universitas Padjadjaran.
  16. Priatna, H. A. (2019). Analisis Intensi Penggunaan Produk Ramah Lingkungan Pada Mahasiswa Fakultas Psikologi Universitas Padjadjaran. UNPAD, Jatinangor.
  17. Roberts, J. A., & Bacon, D. R. (1997). Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior. Journal of Business Research, 40(1), 79-89.
  18. Solomon, E. A., Stanley, O. A., & Ufuoma, A. O. (2017). Assessing the Effect of Direct Selling Strategies on Customer Loyalty in the Nigerian Commercial Banks. Social Science Learning Education Journal, 2(03).
  19. Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of consumer marketing.
  20. Suki, N. M., & Suki, N. M. (2019). Examination of peer influence as a moderator and predictor in explaining green purchase behaviour in a developing country. Journal of cleaner production, 228, 833-844.
  21. Wibowo, A. E. (2017). Analisis Perilaku Konsumen dalam Memilih Produk Kosmetik yang Ramah Lingkungan. Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen, 4(2), 101-112.
  22. Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of cleaner production, 135, 732-739.