HUBUNGAN AGREEABLENESS DENGAN GREEN CONSUMER BEHAVIOR MAHASISWA JABODETABEK

Abstract

Responding to the impact of climate change during the last three years as well as environmental issues caused by COVID-19 pandemic, green recovery policy including green consumer behavior (GCB) is continuously encouraged. Previous study has found that agreeableness dimension from Five Factor Trait Theory has a positive correlation with positive attitude and willingness to purchase green hotels amongst Y generation (Millennials). The aim of this study is to examine the agreeableness tendencies amongst Z generation and its correlation towards their green consumer behavior. Hopefully, the result of this study might help producer or policy makers in Indonesia to increase Indonesian youth’s green consumerism behavior tendency. In this study, a total of 800 college students from Greater Jakarta (Jabodetabek) have participated as a respondent by completing the questionnaire of IPIP-BFM-25 (measuring agreeableness tendencies) and of Green Consumers’ Awareness Scale inventory. The findings showed a positive correlation between agreeableness and all three domains of green consumer behavior in Greater Jakarta (Jabodetabek)’s college students. College students as a part of Z generation are now facing a transition to early adulthood, which has many social demands from their surroundings, including exposure to environmental issues. This presumably explained the significancy of correlation between their agreeableness level and their green consumer behavior tendency.

Menanggapi dampak perubahan iklim dalam tiga tahun terakhir termasuk isu lingkungan akibat pandemi COVID-19, kebijakan green recovery termasuk green consumer behavior (GCB) semakin dipencarkan. Penelitian terdahulu menemukan bahwa dimensi agreeableness dalam Five Factor Trait Theory memiliki korelasi positif dengan sikap positif dan kemauan generasi Y (Millennials) untuk membayar hotel ramah lingkungan. Tujuan penelitian ini adalah mengevaluasi tendensi agreeableness generasi Z dan hubungannya dengan green consumer behavior mereka. Harapannya, hasil penelitian ini dapat membantu produsen maupun pembuat kebijakan di Indonesia dalam meningkatkan tendensi perilaku green consumerism generasi muda di Indonesia. Dalam penelitian ini, sebanyak 800 mahasiswa di Jabodetabek telah berpartisipasi menjadi responden dengan mengisi kuesioner IPIP-BFM-25 (yang mengukur agreeableness) dan Green Consumers’ Awareness Scale. Hasil penelitian menyatakan bahwa terdapat korelasi positif yang signifikan antara agreeableness dengan ketiga domain green consumer behavior pada mahasiswa di Jabodetabek. Mahasiswa selaku generasi Z yang sedang mengalami fase transition to early adulthood sedang turut menghadapi berbagai tuntutan sosial di sekitarnya, termasuk untuk menjaga lingkungan. Hal ini diduga menjadi penyebab signifikansi hubungan antara agreeableness dengan green consumer behavior mereka.