Research Question: This paper assesses the effect of environmental concern, self-efficacy, subjective knowledge and guilt on sustainable consumption behaviour. Motivation: This study focuses on predicting and explaining sustainable consumption behaviour by proposing a model comprised of environmental concern, self-efficacy, consumer guilt and subjective knowledge as predictors. Environmental concern is an important element in VBN theory proposed by Stern (1999). Meanwhile, self-efficacy is part of SCT theory by Bandura (1997); as for subjective knowledge, it is deemed to be a better predictor of environmental behaviour (Kollmuss & Agyeman, 2002). Guilt is included in this model as it is an important emotion that can affect sustainable consumption behaviour, especially in the context of collectivist culture country like Indonesia (Lee et al., 2012). All these factors have been proven to be able to influence sustainable consumer behaviour. However, there are still a few studies that explore these factors altogether simultaneously, especially in the context of a developing country. Thus, this study tries to examine sustainable consumption behaviour by incorporating these factors altogether. Idea: The main idea of this study is to empirically assess the influence of proposed independent variables, namely environmental concern, self-efficacy, subjective knowledge and guilt on sustainable consumption behaviour. This study also tries to assess whether there is a significant difference of sustainable consumption behaviour among demographic groups such as gender, education and age. Data: The model is tested by conducting a survey using a self-administered questionnaire on 200 respondents. The respondents are younger millennials aged between 17-27. The questionnaire consists of questions about demographic profile and about the research instruments. Tools: This study uses descriptive research design and purposive sampling to collect the data. Research hypotheses were tested by multiple regression analysis. Findings: The result of this study shows that environmental concern, self-efficacy and environmental knowledge have an influence on sustainable consumption behaviour, where environmental knowledge contributes the most in predicting the aforementioned behaviour. Meanwhile, this study also finds that consumer guilt has no impact upon this behaviour. Contributions: This study gives additional insight and understanding of sustainable consumption behaviour in the context of millennials in a developing country. The findings of this study can be used by the government to formulate environmental policies as well as for businesses to formulate strategies to promote their environmentally-friendly products.
Although online shop is small in scale, this type of business gives a significant impact for the economy. In order to support online shop to develop, improvement in delivery and logistic system is needed. One of the improvements in these aspects is the emergence of application-based short-distance delivery services. Unfortunately, these applications have not been widely adapted by the online shops in Indonesia. Thus, this study tries to explore what factors can influence online shops’ decision to use these apps by implementing the unified theory of acceptance and use of technology (UTAUT). This study employed structural equation model to test the model and 5 hypotheses proposed, processed by Lisrel 8.8. The result shows that the ease of use aspect of the apps will only be relevant if it is deemed to be beneficial for the user. Moreover, the cognitive aspect also plays the role, as users tend to compare the acquired benefit with the cost incurred in using the app. As a conclusion, effort expectancy, performance expectancy and price value have a significant influence towards use behavior. On the other hand, social influence is not significantly influencing use behavior. Implications and limitations will also be discussed on this paper.
As Word of Mouth (WOM) progress as one of the most potent marketing instruments, millennials are a vital contributor to the growth of eWOM. Considering how powerful eWOM is and the significance of millennials as the generation that derives the transformation of eWOM as the primary source of information for the customer, it is important to know the variables that drive millennial customers desire to provide information about product and service through their own social media account. This study then employed structural equation modeling to analyze the data. This study finds that out of the two, cool factors only hedonic cool is proven to have a positive and significant influence on customer satisfaction. The other finding is that active Visual eWOM activity of customer are positively influenced by customer satisfaction.
Indonesia is a potential market for the development of a streaming music application. This is marked by the emergence of various streaming music applications in Indonesia. However, the numbers of paid music streaming application subscribers are still low compared to those who use the free application. Meanwhile, one of the advantages gained by application providers is paid subscription services. In that regard, this research aims to increase the number of paid application users through a post-adoption approach, specifically stickiness, and word of mouth. It is expected that users who have benefited from paid services will recommend them to others. There are five hypotheses which will be tested in this research. The data will be analysed using a structural equation model (SEM) with Lisrel 8.8. The results of this research indicate that ubiquity and personalisation affect the usefulness, which in the end will increase stickiness and word of mouth. Informativeness was verified as having no effect on usefulness in this research. The implications of this research illustrate the efforts to increase the benefits of an application that users are willing to use the application on a long-term basis and recommend the use of paid applications to others.
The development of e-commerce in Indonesia these days are not only came from the contribution of technology giants such as Zalora and Berry Benka, but also the growth of small scale online shop that utilize e-marketplace like Tokopedia and Bukalapak and social media. As this sector grew, another business that also flourish in this situation is the application based short distance delivery services. Although viewed to simplify the process of order delivery, not all online shop has fully adopted this app yet. It was suspected that the unavailability of service standard and price plays a major role in this situation. This research is conducted to investigate the variables that determines the consumer behavior regarding the usage of the short distance delivery application. The analysis is carried out by using the Structural Equation Modeling method with Lisrel 8.8 to examine 4 hypotheses. The result shows that the factor that encourage customer to repeatedly use this kind of application is whether or not the applications are useful to them. Other than that, price value also impacts the customer behavior. This then lead to the race between those application to give the most competitive price possible
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