ECO-ANXIETY AND GREEN SELF-IDENTITY AS PREDICTORS OF SUSTAINABLE CONSUMPTION BEHAVIOR AMONG GENERATION Z STUDENTS
DOI:
https://doi.org/10.21009/ishel.v2i1.69281Keywords:
eco-anxiety, green self-identity, sustainable consumption behavior, generation z, sustainable educationAbstract
Environmental degradation, climate change, and unsustainable consumption patterns have become pressing global challenges, particularly among Generation Z students who are increasingly exposed to sustainability-related information. Despite increasing environmental awareness, sustainable consumption behavior remains inconsistent, highlighting the need to investigate psychological factors influencing environmentally responsible behavior. This study aims to examine the influence of ecological anxiety and green self-identity on sustainable consumption behavior among Generation Z students. A quantitative survey design was used involving 185 vocational school students in Tangerang, Banten, Indonesia, who were selected through purposive sampling. Data were collected using a structured questionnaire and analyzed using multiple linear regression after meeting validity, reliability, and classical assumptions. The results showed that ecological anxiety had no significant effect on sustainable consumption behavior (β = 0.127, p = 0.056), while green self-identity had a significant positive effect (β = 0.425, p < 0.001). Simultaneously, ecological anxiety and green self-identity significantly predicted sustainable consumption behavior, with the regression model explaining 23.0% of the variance in students' sustainable consumption behavior (Adjusted R² = 0.230). These findings suggest that internalization of environmental values through green self-identity plays a more influential role than environmental anxiety in encouraging sustainable consumption practices among Generation Z students. This study contributes to sustainability education by providing empirical evidence to support educational strategies that strengthen environmental identity and promote the achievement of Sustainable Development Goals (SDGs) 4, 12, and 13.
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