Setyo Ferry Wibowo, Agus Hermawan, Solikah
This research aims to develop a sustainability shopping practice scale and explore the motivational factors driving sustainable shopping behaviors, particularly how consumer values influence various aspects of sustainable shopping practices. The study focused on consumers aged over 18 residing in the Jakarta area who are considering purchasing sustainable products. Data collection involved 300 respondents for the development of the scale and an additional 500 for the analysis using a structural equation model, with data gathered through convenience sampling. The scale development analysis identified three principal dimensions: mindfulness of green packaging, conscious selection of green products, and a green-conscious shopping pathway. The results concerning the impact of consumer values on these dimensions indicated a complex relationship with consumer behavior regarding sustainability. Specifically, a biospheric orientation had a significant positive impact on the conscious selection of green products, but not on other dimensions. Surprisingly, an egocentric orientation also showed a significant positive effect on both the selection of green products and mindfulness of green packaging. Meanwhile, an altruistic orientation positively influenced both the green-conscious shopping pathway and product selection. The findings illuminate the complex nature of green consumer behavior and provide strategic insights for marketers and policymakers to promote sustainable consumption patterns. This study enriches the literature by offering a more detailed understanding of sustainable shopping behavior and the influence of consumer values, presenting practical implications for retailers, marketers, and policymakers in encouraging sustainable consumption. However, the generalizability of these findings may be constrained by the characteristics of the sample and the reliance on self-reported data. © 2024, Success Culture Press. All rights reserved.
Universitas Negeri Jakarta, Jakarta, 14260, Indonesia; Universitas Negeri Malang, Malang, 65114, Indonesia