Consumer Behavior and Sustainable Consumption : From Eco-Anxiety to Sustainable Action among Generation Z Consumers in Indonesia 

 

Drawing on consumer behavior research and Indonesian examples, the book examines how eco-anxiety, eco-hope, social influence, environmental self-identity, and perceived consumer effectiveness shape everyday decisions. It considers consumption beyond purchasing, encompassing reduction, product care, repair, sharing, reuse, and disposal. Attention is also given to social media, influencers, live shopping, and PayLater, revealing how digital environments can encourage environmental engagement while stimulating additional consumption.

 

The book examines why environmental concern and good intentions do not always become consistent practices. It considers how emotions, social expectations, identity, and beliefs about personal impact interact with habits and everyday circumstances. These connections provide a framework for understanding both opportunities for sustainable action and the difficulties consumers encounter.

 

The final chapters consider how families, educators, communities, businesses, and governments can support sustainable consumption. They discuss practical responses to barriers, including clearer information, affordable alternatives, reliable services, and opportunities for participation. The book emphasizes that sustained action depends on both consumer motivation and the conditions surrounding everyday choices, with responsibilities distributed according to each actor’s capacity to address the barriers consumers face.