Determinants of Sustainable Consumption Behavior: An Examination of Consumption Values, PCE Environmental Concern and Environmental Knowledge

Abstract

One of the proposed concept in handling environmental problems by involving consumers' participation is sustainable consumption. It is suggested that consumers as the end users can contribute a significant impact in sustainable development through their choices and behaviors as the purchasers and main end-users. But, they need help to form their consumption habit and behavior. Therefore, this study tries to discover what factors can encourage sustainable consumption behavior of Indonesian young adults.A quantitative research method is administered to investigate this matter. The methods employed to test the proposition in this studies are t-test and regression analysis, processed by SPSS 16. This study concluded that although emotional aspect also plays the part in explaining Indonesian Young Adults' sustainable consumption behavior, rationality and cognition contributes the most in comprehending aforementioned behavior, supported by the result of the study where functional value, epistamic value, environmental knowledge are proven to be statistically significant. This study gives more insight and perspective in comprehending sustainable consumption behavior for Indonesian young adults. This study also tries to explore more about the effect of environmental knowledge by investigating both categories, which are subjective and objective knowledge separate. However further research with more sample size, more diverse consumers group, additional method and more variables is suggested in order to enrich the understanding in sustainable consumption behavior. 1

Effect of Environmental Optimism on Responsible Electricity Consumption with Price Concern as a Moderator

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