An exploration of environmental concern, responsibility, and attitude in promoting green consumption of Gen Y-Z

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Published: Nov 14, 2025
DOI: https://doi.org/10.28932/jmm.v25i1.13327
Keywords:
environmental attitude, environmental concern, environmental responsibility, Generation Y and Z, green consumption behavior Generasi Y dan Z, kepedulian lingkungan, perilaku konsumsi hijau, sikap lingkungan, tanggung jawab lingkungan

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Theresia Vania Raditya
Fakultas Ekonomi dan Bisnis, Universitas Katolik Indonesia Atma Jaya
Yasintha Soelasih
Fakultas Ekonomi dan Bisnis, Universitas Katolik Indonesia Atma Jaya

Abstract

Environmental issues arising from plastic waste, particularly single-use plastic bottles, highlight the urgency of adopting more sustainable consumption practices. This study aims to examine the influence of environmental concern, environmental responsibility, and environmental attitude on green consumption behavior, focusing on the use of tumblers as an alternative to single-use plastic bottles. In addition, this research analyzes the moderating role of generational characteristics, specifically Generations Y and Z, in these relationships. The study employed a non-probability sampling method with purposive sampling, selecting participants based on characteristics considered most relevant to the research objectives. A total of 135 respondents aged 13-44 years with prior experience using tumblers participated in the survey. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings reveal that environmental responsibility has a positive and significant effect on green consumption behavior, as does environmental attitude. Meanwhile, environmental concern also exerts a positive influence, but its effect varies across generations. The generational moderation analysis indicates that Generation Z demonstrates stronger environmental concern, while Generation Y shows greater consistency in translating moral responsibility and environmental attitude into green consumption practices. The implications of this study provide practical insights for the development of environmental campaigns and marketing strategies that are more effective in encouraging the adoption of eco-friendly products among younger generations.

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How to Cite
Raditya, T. V., & Soelasih, Y. (2025). An exploration of environmental concern, responsibility, and attitude in promoting green consumption of Gen Y-Z. Jurnal Manajemen Maranatha, 25(1), 129–142. https://doi.org/10.28932/jmm.v25i1.13327
Issue
Vol. 25 No. 1 (2025): Jurnal Manajemen Maranatha
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Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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