Examining the Influence of Environmental Knowledge, Risk Perception and Concern on Sustainable Consumption Behaviour

This study investigates the factors influencing sustainable consumption behavior in Indonesia, focusing on the roles of environmental knowledge, risk perception, and concern. Sustainable consumption, crucial for reducing environmental impacts, varies globally but is particularly challenging in developing nations like Indonesia, where rapid economic growth has led to excessive consumption. The research, using a quantitative approach with 225 respondents, aims to provide insights into how individual environmental knowledge and perceptions of risk shape their concern and ultimately affect their consumption behaviors. The study employs structural equation modeling to examine these relationships, revealing that environmental knowledge significantly affects both risk perception and concern, which then influences sustainable consumption behavior. However, knowledge alone does not directly drive behavioral change, highlighting the need for policies that not only increase awareness but also address psychological and practical barriers to action. The findings suggest that policymakers and businesses should implement educational and informational programs that not only inform but also guide consumers in applying environmental knowledge in their daily lives. Additionally, the research has implications for businesses, providing valuable data on consumer preferences for sustainable products and services, which can help shape marketing strategies. Future research could expand the study to a more diverse sample population, including Indonesians residing in various countries and with diverse educational backgrounds.