The Influence of Cultural Identity and Social Media Engagement on Sustainable Consumption Behavior among Young Consumers in Emerging Markets
Keywords:
Sustainable Consumption Behavior, Cultural Identity, Social Media Engagement, Young Consumers, Emerging MarketsAbstract
The increasing urgency of environmental sustainability has intensified interest in understanding the factors that encourage sustainable consumption behavior, particularly among young consumers in emerging markets. This study examines the influence of cultural identity and social media engagement on sustainable consumption behavior among young consumers in Indonesia. A quantitative research approach was employed using a cross-sectional survey design. Data were collected from 150 respondents aged between 18 and 35 years through a structured questionnaire measured using a five-point Likert scale. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS 3) to evaluate the measurement and structural models. The results demonstrate that cultural identity has a positive and significant influence on sustainable consumption behavior, indicating that consumers who strongly identify with cultural values are more likely to engage in environmentally and socially responsible consumption practices. Furthermore, social media engagement significantly influences sustainable consumption behavior, suggesting that active interaction with sustainability-related content and online communities enhances consumers’ awareness and adoption of sustainable lifestyles. The structural model explains 61.2% of the variance in sustainable consumption behavior (R² = 0.612), indicating substantial explanatory power. Among the two predictors, social media engagement emerged as the stronger determinant. The findings highlight the importance of integrating cultural values and digital communication strategies in promoting sustainable consumption among young consumers. This study contributes to the sustainable consumption literature by providing empirical evidence from Indonesia and offers practical implications for policymakers, businesses, and sustainability advocates seeking to foster responsible consumer behavior in emerging markets.
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