Sustainable Consumption Behavior among Generation Y & Z in Jakarta Area

Abstract

The Sustainable Consumption is starting become a global concern given that there is hyperconsumption. It produces a variety of environmental problems, ranging from damage to ecosystems to the decline in the quality of natural resources. Policies are taken from consumption motivation to find out how to create sustainable consumption. This study uses quantitative research methods by collecting questionnaire data to find out how sustainable consumption behavior occurs in generations Y and Z. The result showed 55,7% of sustainable consumption can be explain by Environmental Influence (PL), School and Data Reason (FE), Marketplace circumtances (KP), Social Pressure (TS) and Government Policies (AP).Market condition and environmental influence has the biggest impact of developing sustainable consumption among generation Y & Z.