What Influence Indonesian Millennial to Have Environmentally Conscious Consumer Behavior?
Dwi Anggraeni (a), Tengku Ezni Balqiah (b)

University of Indonesia

Abstract

Environmental issues have attracted academics to enhance understanding about the driving factors of consumer to support it. This study aims to investigate which factors of environmental knowledge (EK), environmental concern (EC), perceived consumer effectiveness (PCE), and religiosity (RG) influence the environmentally conscious consumer behavior (ECCB) of Indonesian Millennial as the largest consumer cohorts in Indonesia. Using 261 samples of millennial that were collected by survey and structural equation modelling, 7 hypotheses were tested. Result shows that ECCB does not directly influenced by EK, but more influenced by EC and PCE. Further, religiosity which claimed to be an important aspect for most of Indonesian, does not influences ECCB. This study enriches existing literature of environmentally conscious consumer behavior in Indonesia and expected to contribute Indonesian companies in designing their green marketing plan to be more effective in targeting Indonesian millennial.

Keywords: Green Consumer Behavior, Green Marketing

Topic: Marketing Management