Determinants of Zero Waste Lifestyle Adoption Among Generation-Z

Abstract

Research on green consumption has two streams, the stream about how consumers consume green products (consume differently) and the stream about how to consume less. Most research focus on the stream about consume differently, therefore this study would like to contribute to the latter research stream by understanding the determinants of zero waste lifestyle adoption. The 3R theory (Reduce, Reuse, Recycle) is used in this study. The object of this study is generation-Z who live in Indonesian big cities, aged between 15 - 24 years. Data collection is done by using online questionnaire to 322 respondents. This study uses descriptive research design and judgemental sampling to collect the data. Data analysis is done by using structural equation modelling. Variables used in this study are attitude toward zero waste lifestyle, social norm, personal norm, altruistic motivation, and social media activity. The findings of this study are social media activity significantly influence reduce, reuse, and recycle behavior, social norms significantly influence recycle behavior only, while other factors do not significantly influence zero waste lifestyle adoption of generation-Z. This study gives insight that social media has significant role in changing consumer behavior to be more sustainable.

Paid attention but needed support: Environmental awareness of Indonesian MSMEs during pandemic

“…Based on the hypotheses that have been developed, there are five factors that influence environmentally friendly practices during a pandemic, namely: Awareness of MSME owners or managers (Hossain et al, 2020; Wisker et al, 2019) Business Motivation (Tjahjadi et al, 2020; Vilkaite‐Vaitone & Skackauskiene, 2019) Government Regulations (Edi et al, 2022; Pribadi et al, 2022) The Role of Social Media (Săplăcan & Márton, 2019; Pratiwi et al, 2021) Constraints in the Implementation (Abu, Kean Huat, & Mansor, 2018; Purwandani & Michaud, 2021) …”

“…Appeals and positive experiences spread through social media increase consumer confidence to use environmentally friendly products (Kang & Hur, 2012). Social media support in promoting an environmentally friendly lifestyle provides inspiration and motivation for consumers to adopt an environmentally friendly lifestyle (Pratiwi, Handra, & Choirisa, 2021). Holbert, Kwak, & Shah (2003) stated that news and coverage about nature have a positive effect on consumers' desire to buy environmentally friendly products.…”

“…Regulations(Edi et al, 2022;Pribadi et al, 2022) 4. The Role of Social Media (S apl acan& Márton, 2019;Pratiwi et al, 2021) 5. Constraints in the Implementation(Abu, Kean Huat, & Mansor, 2018;Purwandani & Michaud, 2021) …”

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“…Regarding waste, an environmentally friendly lifestyle is starting to be encouraged, especially for young social media users [10]. Some of the lifestyle represented in social media is influenced by various social aspects that lead to environmental sustainability.…”