EXPLORING GEN Z’S ENVIRONMENTAL KNOWLEDGE AND CONSUMER HOPE IN DRIVING SUSTAINABLE CONSUMPTION BEHAVIOR : EVIDENCE FROM HOKKY SUPERMARKET SURABAYA
Abstract
Penelitian ini bertujuan untuk mengkaji mekanisme psikologis yang mendorong perilaku konsumsi berkelanjutan pada Generasi Z dengan meneliti peran green self-identity, perceived natural content, dan perceived greenwashing melalui consumer hope, serta mempertimbangkan environmental knowledge sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan 270 konsumen Generasi Z yang pernah berbelanja di Hokky Supermarket Surabaya. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa green self-identity dan perceived natural content berpengaruh positif dan signifikan terhadap consumer hope, sedangkan perceived greenwashing berpengaruh negatif dan signifikan. Selain itu, consumer hope terbukti memiliki pengaruh positif terhadap perilaku konsumsi berkelanjutan. Namun, environmental knowledge tidak ditemukan memoderasi maupun memediasi hubungan antara persepsi konsumen dan consumer hope. Sementara penelitian sebelumnya lebih menekankan pada peran faktor kognitif dalam konsumsi berkelanjutan, penelitian ini memperluas literatur dengan menyoroti peran emosi prospektif, khususnya consumer hope, sebagai mekanisme kunci yang menghubungkan persepsi konsumen dengan perilaku aktual. Temuan ini memberikan implikasi praktis bagi peritel dan pemasar dalam merancang strategi keberlanjutan yang autentik guna mendorong perilaku konsumsi berkelanjutan di kalangan Generasi Z.
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Yadav, R., & Pathak, G. S. (2016). Green product intention in developing nations. Journal of Cleaner Production, 135, 732–739.
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Barbarossa, C., & De Pelsmacker, P. (2016). Positive and negative antecedents of purchasing eco-friendly products. Journal of Business Ethics, 134, 229–247.
Becerra, E. P., et al. (2023). Self-identity and green intention among young adults. Journal of Business Research, 155, 113380.
Berberyan, Z., Jastram, S.M., Heuer, M. et al. Attitude Without Action-What Really Hinders Ethical Consumption. J Bus Ethics (2025). https://doi.org/10.1007/s10551-025-06104-8
Cheah, W. K. A., & Aigbogun, O. (2022). Exploring attitude–behaviour inconsistencies in organic food consumption during the COVID-19 pandemic in the Klang Valley, Malaysia. Cleaner and Responsible Consumption,
Confente, I., Scarpi, D., & Russo, I. (2020). Marketing a new generation of bio-plastics. Journal of Business Research, 112, 431–439.
Delmas, M. A., & Burbano, V. C. (2018). The drivers of greenwashing. California Management Review.
Dhir, A., Sadiq, M., Talwar, S., Sakashita, M., & Kaur, P. (2021). Why do retail consumers buy green apparel? A knowledge–attitude–behavior perspective. Journal of Retailing and Consumer Services, 59, 102398.
Fazal-e-Hasan, S. M., et al. (2024). Hope and environmental behaviour. Journal of Sustainable Tourism, 32, 2039–2059.
Ganglmair-Wooliscroft, A., & Wooliscroft, B. (2022). Sustainable consumption behavior systems. Journal of Business Research, 148, 161–173.
Guyader, H., Ottosson, M., & Witell, L. (2017). You can’t buy what you can’t see. Journal of Retailing and Consumer Services, 34, 319–335.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.
Hlaba, Z., & Shava, H. (2025). Consumer Attention, Green Attitude, and Climate Change Awareness in Green Purchase Behaviour: Insights from an Emerging Economy. Sustainability, 17(23), 10859. https://doi.org/10.3390/su172310859
Hui, Z., & Khan, A. N. (2022). Beyond pro-environmental consumerism: Role of social exclusion and green self-identity in green product consumption intentions. Environmental Science and Pollution Research.
Ioannou, I., Kassinis, G., & Papagiannakis, G. (2023). Greenwashing and customer satisfaction. Journal of Business Ethics, 185, 333–347.
Kareklas, I., Carlson, J. R., & Muehling, D. D. (2014). I eat organic for my benefit and yours. Journal of Advertising, 43, 18–32.
Khan, S. N., Minhas, N. & Neale, N. (2025). Bridging the green gap: examining consumer green perceptions in an extended model of theory of planned behavior. Futur Bus J 11, 175 https://doi.org/10.1186/s43093-025-00593-9
Kumar, S., et al. (2017). Environmental knowledge and purchasing behaviour. Journal of Retailing and Consumer Services, 34, 1–9.
Lavuri, R., Doubaud, D., & Grebinevych, O. (2023). Sustainable consumption behaviour: Mediating role of pro-environment self-identity and environmental protection emotion. Journal of Retailing and Consumer Services.
Lim, X. J., et al. (2023). How do consumers perceive sustainable luxury? Journal of Retailing and Consumer Services, 75, 103502.
Maduku, D. K. (2024). How environmental concerns influence consumers’ anticipated emotions. Journal of Cleaner Production.
Magnier, L., Schoormans, J., & Mugge, R. (2016). Judging a product by its cover: Packaging sustainability and perceptions of quality in food products.
Maartensson, H., & Loi, N. M. (2022). Risk perception, willingness, and constructive hope. Environmental Education Research, 28, 600–613.
Murali, V. (2025). Impact of green transformational leadership on green OCB. IUP Journal of Organizational Behavior, 24, 5–32.
Nabi, R. L., Gustafson, A., & Jensen, R. (2018). Framing climate change: Exploring the role of emotion in generating advocacy behavior. Science Communication, 40(4), 442–468.
Neureiter, A., & Matthes, J. (2023). Effects of greenwashing claims. International Journal of Advertising, 42, 461–487.
Netto, S. V. F., & Ribeiro, A. R. B. (2020). Greenwashing review. Environmental Sciences Europe, 32, 19.
Park, H. J., & Lin, L. M. (2020). Exploring attitude–behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products. Journal of Business Research, 117, 623–628.
Parker, J. R., et al. (2021). How product type & labeling influence organic perceptions. Journal of Public Policy and Marketing, 40, 419–428.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134.
Sadiq, M., et al. (2026). Consumer hope and sustainable consumption. Journal of Retailing and Consumer Services, 88, 104514.
Sajid, M., et al. (2024). Greenwashing, brand avoidance, and negative WOM. Journal of Retailing and Consumer Services, 78, 103773.
Schornick, Z., et al. (2023). Hope theory and prosocial outcomes. International Journal of Applied Positive Psychology, 8, 37–61.
Sun, Y., & Shi, B. (2022). Impact of greenwashing perception on consumers’ green purchasing intentions: A moderated mediation model. Sustainability, 14(19), 12119.
Talwar, S., et al. (2021). Determinants of attitude toward natural products. Journal of Cleaner Production, 327, 129204.
Tandon, A., et al. (2021). Organic food buying behaviour. Food Quality and Preference, 88, 104077.
van der Werff, E., Steg, L., & Keizer, K. (2013). The value of environmental self-identity: The relationship between biospheric values, environmental self-identity and environmental preferences, intentions and behaviour. Journal of Environmental Psychology.
Vicente-Molina, M. A., Fernández-Sáinz, A., & Izagirre-Olaizola, J. (2013). Environmental knowledge. Journal of Cleaner Production.
White, K., Habib, R., & Hardisty, D. J. (2019). How to shift consumer behaviors to be more sustainable. Journal of Marketing, 83(3), 22–49.
Yadav, R., & Pathak, G. S. (2016). Green product intention in developing nations. Journal of Cleaner Production, 135, 732–739.
Zhang, M., Zhang, R., Li, Y., & Zhou, Y. (2024). Knowing green, buying green: University students green knowledge and green purchase behavior. Humanities and Social Sciences Communications, 15, 32–43.
Zhuo, Z., Ren, Z., & Zhu, Z. (2022). Attitude-behavior gap in green consumption behavior: A review. Journal of Economics, Management and Trade, 28(12), 12–28.
Zulkarnaen, W., Fitriani, I., & Yuningsih, N. (2020). Pengembangan Supply Chain Management Dalam Pengelolaan Distribusi Logistik Pemilu Yang Lebih Tepat Jenis, Tepat Jumlah Dan Tepat Waktu Berbasis Human Resources Competency Development Di KPU Jawa Barat. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 222-243. https://doi.org/10.31955/mea.vol4.iss2.pp222-243.
Published
2026-04-30
How to Cite
Tanjaya, J., & Sudyasjayanti, C. (2026). EXPLORING GEN Z’S ENVIRONMENTAL KNOWLEDGE AND CONSUMER HOPE IN DRIVING SUSTAINABLE CONSUMPTION BEHAVIOR : EVIDENCE FROM HOKKY SUPERMARKET SURABAYA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 2944-2964. https://doi.org/10.31955/mea.v10i1.7435
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