Green Consumerism di Era Modern: Analisis Tren Dan Dinamika Perilaku Pembelian Berbasis Kesadaran Lingkungan

I Gst Agung Adi Tanaya; Nyoman Dwika Ayu Amrita; Ni Putu Eka Saraswati; Ni Luh Gede Vivin Apriliani

doi:10.59725/ema.v31i2.379

Authors

I Gst Agung Adi Tanaya Universitas Ngurah Rai Bali
Nyoman Dwika Ayu Amrita Universitas Ngurah Rai Bali
Ni Putu Eka Saraswati Universitas Ngurah Rai Bali
Ni Luh Gede Vivin Apriliani Universitas Ngurah Rai Bali

DOI:

https://doi.org/10.59725/ema.v31i2.379

Keywords:

Environmental Awareness, Green Consumer, Sustainability, Sustainable Business Practices, Sustainable Consumption

Abstract

The increasing public awareness of global environmental issues has encouraged the emergence of the green consumerism trend, or environmentally friendly consumption behavior, across various segments of society. This shift in consumption patterns occurs in response to growing environmental sustainability challenges and climate change, which demand consumers to be more responsible in selecting, using, and disposing of products. Consumers no longer consider only price and quality, but also the environmental impact of the products they consume. This study aims to analyze the concept of green consumers, identify the factors influencing green consumption behavior, and examine its implications for the modern business environment. The research method employed is a literature study (library research) using a qualitative descriptive approach, reviewing various sources such as scientific journals, books, research reports, and recent publications relevant to the topic of green consumerism. The results indicate that environmental awareness, sustainable lifestyle values, concern for ecological impacts, as well as social influence and digital media, are the main factors shaping green consumer behavior. Furthermore, the study finds that companies capable of adapting to the green consumption trend through eco-friendly product innovation, sustainable business practices, and the implementation of corporate social responsibility will gain a positive corporate image, increase consumer trust, and create competitive advantages in an increasingly environmentally conscious market.

Downloads

Download data is not yet available.

References

Ahmad, N., Khaleque, A., & Zaman, K. (2023). Role of environmental attitudes in shaping green purchase intentions: A study among young consumers. Environment and Behavior, 55(2), 240–262.

Amrita, N. D. A., & Narayana, I. K. Y. (2023). Determinasi keputusan pembelian: Analisis inovasi dan desain produk. Wacana Ekonomi (Jurnal Ekonomi, Bisnis dan Akuntansi), 22(1), 91–100.

Ardianto, K., Kurniawan, R., Mayafani, R., Hidayat, E. E., & Purwanto, E. (2025). Peran media sosial dalam mempromosikan gaya hidup berkelanjutan: Studi budaya konsumen hijau di kalangan milenial. Jurnal Bisnis dan Komunikasi Digital, 2(4), 1–8.

Ariestania, A. R., & Adriyanto, A. T. (2024). Green marketing dalam membentuk keputusan pembelian. Jurnal Ilmiah Manajemen dan Bisnis, 25(2).

Aswar, N. F. (2025). Pengaruh green pricing dan green knowledge terhadap purchase decisions green product Eiger melalui green trust. Journal of Innovation Research and Knowledge, 4(8), 5303–5314.

Azaini Imran, N. F. N. B., & Noor Effendee, N. F. B. (2024). The effect of eco-friendly packaging on consumer purchase intention: A study of beverage sustainable packaging practices. Journal of Community Development in Asia, 7(1), 91–104.

Bryła, P., Chatterjee, S., & Ciabiada-Bryła, B. (2023). Consumer adoption of electric vehicles: A systematic literature review. Energies, 16(1), 205.

Chen, Y., & Zhao, X. (2023). The role of environmental concern in modulating the effects of environmental attitudes on consumer purchase intention for sustainable products. Sustainability, 15(2), 235–248.

Duarte, P., Silva, S. C., Roza, A. S., & Dias, J. C. (2024). Enhancing consumer purchase intentions for sustainable packaging products: An in-depth analysis of key determinants and strategic insights. Sustainable Futures, 7, 100193.

Fatema, B. (2025). The landscape of green consumption research: A systematic panoramic review. Journal of Responsible Production and Consumption, 2(1), 290–344.

Fernanda, R. A., Sudirman, R., & Purnomo, T. (2023). Pengaruh green marketing, green trust, dan green brand image terhadap keputusan pembelian produk Tupperware di Kota Banyuwangi. Journal of Economics, Business, Management, Accounting and Social Sciences, 1(5), 165–175.

Fosu, E., Fosu, F., Akyina, N., & Asiedu, D. (2024). Do environmental CSR practices promote corporate social performance? The mediating role of green innovation and corporate image. Cleaner and Responsible Consumption, 12, 100155.

Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390, 136092.

Juanita, R., Sumardi, R. A., & Saleh, M. Z. (2024). Pemasaran berkelanjutan: Analisis strategi PT Unilever dalam memproduksi produk ramah lingkungan. Jurnal Manajemen, 9(2), 73–82.

Labiad, S., & Marso, S. (2024). Understanding consumer behaviour and preferences for organic food products in developing markets: A theoretical framework. International Journal of Accounting, Finance, Auditing, Management and Economics, 5(3), 224–241.

Li, M. (2020). Review of consumers’ green consumption behavior. American Journal of Industrial and Business Management, 10(3), 585–599.

Lia, D. A. Z., Siswanto, E., Wiraguna, R. T., & Wahyudi, H. D. (2025). From green marketing to enhance green purchase intention: The act of green advertisement, green brand loyalty, and green brand innovativeness. Jurnal Manajemen dan Kewirausahaan, 12(2), 163–175.

Mai Cruz, M. U., & Prabawani, B. (2017). Konsumen ramah lingkungan: Perilaku konsumsi hijau civitas academica Universitas Diponegoro. Jurnal Administrasi Bisnis, 6(1), 39–47.

Mathori, M., & Chasanah, U. (2025). Peran kesadaran lingkungan dalam pembelian produk hijau: Studi kasus di retail modern Yogyakarta. Kajian Bisnis Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha, 33(2), 154–173.

Prameswari, A., Atika, A., & Harahap, M. I. (2023). Analisis faktor-faktor yang mempengaruhi keputusan pembelian green product (studi kasus pada produk Love Beauty and Planet di Kota Medan). Jurnal Ilmiah Edunomika, 8(1).

Robbani, M. H., & Soepatini, S. (2024). Faktor-faktor yang mempengaruhi minat beli produk hijau di kalangan mahasiswa. Jurnal Ilmiah Edunomika, 8(4).

Runtuk, J. K., Ng, P. K., & Ooi, S. Y. (2024). Challenges and solutions in working with green suppliers: Perspective from a manufacturing industry. Sustainability, 16(20), 8744.

Schiaroli, V., Fraccascia, L., & Dangelico, R. M. (2024). How can consumers behave sustainably in the fashion industry? A systematic literature review of determinants, drivers, and barriers across the consumption phases. Journal of Cleaner Production, 483.

Suphasomboon, T., & Vassanadumrongdee, S. (2022). Toward sustainable consumption of green cosmetics and personal care products: The role of perceived value and ethical concern. Sustainable Production and Consumption, 33, 230–243.

Utami, K. S. (2020). Green consumers behavior: Perilaku konsumen dalam pembelian produk ramah lingkungan. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 9(2), 208–223.

Xie, S., & Madni, G. R. (2023). Impact of social media on young generation’s green consumption behavior through subjective norms and perceived green value. Sustainability, 15(4), 3739