Environmental Conscious Behavior in Indonesian Zoomer Consumers
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Abstract
The increasingly pressing environmental issues demand changes in consumption behavior. This study presents an integrative model that combines the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB) to explain the intention and behavior of environmentally conscious consumers (Ecologically Conscious Consumer Behavior/ECCB) in the Indonesian zoomer generation. The model examines the role of attitude (AT), subjective norm (SN), perceived consumer effectiveness (PCE), and environmental concern (EC) as antecedents of Ecologically Conscious Behavioral Intention and Ecologically Conscious Consumer Behavior/ECCB. The study was designed using a quantitative approach with a convenience sampling technique that resulted in 152 respondents from the zoomer generation. The results of the analysis show that subjective norms and perceived consumer effectiveness have a positive effect on green behavioral intention, and intention has a significant effect on actual behavior. Meanwhile, attitude has no significant effect on intention, and a negative effect on actual behavior. In addition, perceived consumer effectiveness does not directly affect behavior, but through intention. Environmental concern improves attitudes, social norms, and perceived consumer effectiveness, but has not been able to directly increase intention.
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