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Abstract

Consumer interest in environmental issues attracts researchers to understand the factors that in- fluence consumer behavior in an environmentally friendly manner. This study aims to show the ef- fect of enviromental knowledge, religiosity, and perceived consumer effectiveness on environmentally conscious consumer behavior. Purposive sampling was used to collect 261 millennial respondents through a survey. There were 10 research hypotheses tested using the Structural Equation Model- ing technique through Lisrel 8.8 software. The results of data processing show the direct influence of environmental knowledge and religiosity on environmentally conscious consumer behavior also through mediation of perceived consumer effectiveness. This study enriches the existing literature on environmentally conscious consumer behavior in Indonesia and contributes to Indonesian companies in designing their green marketing strategies to be more effective in creating millennial generation in Indonesia.

Bahasa Abstract

Ketertarikan konsumen akan masalah lingkungan menarik para peneliti untuk memahami faktor- faktor yang mempengaruhi perilaku konsumen yang ramah lingkungan. Penelitian ini bertujuan un- tuk menyelidiki pengaruh environmental knowledge, religiosity, dan perceived consumer effective- ness terhadap environmentally conscious consumer behavior. Purposive sampling digunakan untuk mengumpulkan 261 responden milenial melalui survei. Selanjutnya 10 hipotesis penelitian diuji den- gan teknik Structural Equation Model menggunakan perangkat lunak Lisrel 8.8. Hasil pengolahan data menunjukkan terdapat pengaruh langsung environmental knowledge dan religiosity terhadap environmentally conscious consumer behavior maupun melalui mediasi perceived consumer effec- tiveness. Studi ini memperkaya literatur yang ada tentang perilaku konsumen yang sadar lingkungan di Indonesia dan berkontribusi bagi perusahaan-perusahaan Indonesia dalam merancang strategi green marketing mereka agar lebih efektif dalam menargetkan generasi milenial di Indonesia.

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