The Way to Save Environment from Green Consumer Behavior: The Role of Advertising, Media, and Lifestyle

Abstract

The green consumers’ low-rate behavior is often attributed to lifestyles that do not care about the environment. This paper aims to analyze the effect of eco-friendly product advertising and social media on green consumers’ behavior with an eco-friendly lifestyle as a mediator. This research was conducted using a quantitative approach with a unit of analysis of students in the city of Semarang. This research was conducted by distributing questionnaires to the number of samples taken, as many as 161 students using the inverse square root method with a proportional combination of cluster and purposive sampling. The collected data were analyzed using descriptive statistics and SEM WarpPLS. The result shows that green product advertising and social media positively affected green consumer behavior, lifestyle mediated the impact of green product advertising on consumers’ behavior, and lifestyle mediated the influence of social media on consumers’ behavior. Therefore, students need to realize and understand how important the benefits of green product advertising are so they can pay attention to green product advertising and social media, besides that students need to manage their lifestyle by diverting their free time to activities that are more positive and valuable and are expected to be able to consider the needs especially related to environmentally friendly products as an effort to preserve the surrounding environment.