What Influence Indonesian Millennial to Have Environmentally Conscious Consumer Behavior?

Abstract

Environmental issues have attracted academics to enhance understanding about the driving factors of consumers 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 millennials that were collected by survey and structural equation modeling, 7 hypotheses were tested. The result showed that ECCB were not directly influenced by EK, but more influenced by EC and PCE. Furthermore, religiosity, which was claimed to be an important aspect for most Indonesian, did not influence ECCB. This study enriches the existing literature of environmentally conscious consumer behavior in Indonesia and is expected to contribute to Indonesian companies in designing their green marketing plan to be more effective in targeting Indonesian millennials.