In an era where sustainable development has become an urgent global mandate, understanding the psychological and sociocultural drivers of green consumption is crucial. A recent comprehensive study conducted among Indonesian consumers sheds new light on the interconnected factors influencing green consumption intention. This research not only meticulously investigates personal norms but also deciphers their impact on altruistic and egoistic values, ecological worldviews, awareness of consequences, and ascription of responsibility, constructing a robust model that explains the underlying motivations behind green consumer behavior in a diverse cultural context.
Indonesia, with its multifaceted society encompassing various ethnicities, cultures, and religious beliefs, presents an unparalleled backdrop for studying green consumption dynamics. The diversity of the Indonesian population serves as a microcosm for the broader Asian markets, making the findings not only locally relevant but also globally significant. This complexity necessitates a nuanced understanding of consumer psychology since green products must resonate across different lifestyles and cultural narratives to successfully penetrate these markets.
The pivotal role of personal norms emerges prominently from this research. Personal norms—defined as internalized moral obligations—demonstrate significant influence over consumers’ altruistic and egoistic values, which respectively relate to selfless concern for the environment and self-interested motivations. These values shape ecological worldviews, which reflect one’s overall perception and attitude towards environmental crises and sustainability issues. The study finds that when personal norms align with heightened ecological awareness, consumers exhibit stronger green consumption intentions.
Moreover, the study delves into two cognitive constructs vital to decision-making: awareness of consequences and ascription of responsibility. Awareness of consequences pertains to the consumer’s recognition of the environmental impact of their actions, while ascription of responsibility refers to the extent to which individuals feel personally accountable for mitigating negative environmental effects. The interplay of these perceptions substantiates a behavioral shift, positioning green consumption as a morally driven act influenced by cognitive and affective processes.
An intriguing outcome of this research is the finding that the ecological worldview, awareness of consequences, ascription of responsibility, and personal norms collectively serve as full mediators between environmental values and green consumption intention. This suggests that values alone do not directly predict green purchasing behaviors; instead, their influence is channeled through a complex, interwoven cognitive framework. This mechanistic insight is pivotal for policymakers and marketers aiming to foster sustainable consumption patterns.
Indonesia’s rich cultural tapestry adds another layer of complexity to green consumption studies. The inherent diversity demands that green marketing strategies and policies be adaptable and inclusive, addressing various belief systems and value orientations. This contextual practicality enhances the external validity of the study, offering a template for understanding multiethnic consumer markets across larger geographies, notably throughout Asia.
The strategic implications of these findings cannot be overstated. Emphasizing consumer awareness of environmental consequences and instilling a sense of responsibility can effectively boost the adoption of green products. Educational campaigns and marketing efforts that reinforce these themes might therefore catalyze more substantial shifts in consumer behavior toward sustainability. The findings also encourage leveraging culturally tailored messaging, acknowledging the variation in how different groups internalize ecological and social norms.
While the current research offers a groundbreaking perspective, the authors acknowledge certain limitations that open avenues for future inquiries. For instance, the study does not comprehensively address the role of green knowledge or environmental literacy, which are critical in shaping pro-environmental consumer behavior. The gap in evaluating these dimensions leaves an incomplete picture of cognitive readiness and informed engagement driving green consumption decisions.
Furthermore, the sample size and contextual specificity, primarily focused on Indonesian consumers, restrain the broad generalizability of the results. Future studies are urged to incorporate larger, more heterogeneous samples spanning different cultural and economic settings to validate and expand the model’s applicability. Developing a more holistic understanding of green consumption behaviors across diverse populations will significantly benefit global sustainability initiatives.
Another promising direction for subsequent research lies in integrating additional psychological and sociological constructs. Factors such as religiosity, green marketing efficacy, and even technological enablers such as digital payment methods could profoundly influence the behavioral landscape. Exploring these variables may reveal multifaceted mechanisms where spirituality, marketing communications, and convenience intersect to amplify or dampen green consumption intentions.
The rapid evolution of digital ecosystems presents unique opportunities and challenges for green consumption promotion. Increasingly, consumers engage with sustainability-related content through online platforms, making digital marketing a potent tool for influence. Understanding the nuances of how digital payment adoption and e-commerce interfaces contribute to or detract from environmental purchasing can yield innovative approaches to greening the consumer market.
This research highlights a crucial paradigm: promoting green consumption is not limited to product availability or economic incentives but also hinges on cultivating intricate moral and cognitive frameworks within consumers. Encouraging personal reflection on environmental responsibility and fostering empathetic concern for ecological welfare are essential components for long-lasting behavioral change.
In an era marked by climate uncertainty and environmental degradation, the intersection of environmental psychology and consumer behavior offers valuable guidance. This study’s methodological rigor and contextually rich insights epitomize the urgent need for interdisciplinary research efforts that bridge individual cognitions with broader societal goals of sustainability.
Policy implications stemming from these discoveries advocate for integrated strategies combining education, culturally sensitive communication, and systemic incentives. Governments and organizations should prioritize enhancing ecological literacy and shaping societal norms that valorize green behaviors, thereby reinforcing the internalized personal norms critical to sustained green consumption.
In conclusion, this study provides a compelling narrative linking environmental values, beliefs, norms, and green consumption intentions. It underscores the necessity of a multi-layered understanding of psychological motivators and sociocultural factors that collectively influence consumers’ environmental choices. The Indonesian context serves as an exemplar, offering rich empirical evidence and practical pathways for advancing green consumption not only regionally but globally.
As the global community grapples with the existential threat of environmental degradation, accelerating research into the dynamics of green consumption remains paramount. Studies like this pave the way for more effective engagement strategies, ensuring that the transition toward sustainable consumer culture is both inclusive and impactful.
With green consumption gaining momentum as an essential element of ecological preservation, harnessing the power of personal norms and associated mediators highlighted in this research will be indispensable for shaping the future marketplace. The findings call for a paradigm shift in environmental communication and policy frameworks centered on mindfulness, responsibility, and ethical consumerism.
Subject of Research: The study focuses on the psychological and sociocultural factors—such as personal norms, environmental values, ecological worldview, awareness of consequences, and ascription of responsibility—that shape green consumption intention among Indonesian consumers, with implications for broader Asian markets.
Article Title: The nexus of environmental values, beliefs, norms and green consumption intention.
Article References:
Al Mamun, A., Yang, M., Hayat, N. et al. The nexus of environmental values, beliefs, norms and green consumption intention. Humanit Soc Sci Commun 12, 634 (2025). https://doi.org/10.1057/s41599-025-04979-6
Image Credits: AI Generated
