The Potential of Generation Z to Become Agent of Change to Prevent Environmental Degradation in Indonesia

Abstract

Being the fourth populous country, Indonesia will need to use its resources sustainably, which takes a strong collaboration between all stakeholders. Generation Z as the future consumer in Indonesia has a key role to actively do pro-environmental behavior and become the change agent to prevent further environmental degradation. This research assessed the role of life experiences, media, knowledge, government support and motives to assess generation Z’s willingness to become agent of change to prevent environmental degradation. It was an empirical study used a model using the theory of reasoned action approach and willingness to participate. Data were obtained using online questionnaire to 590 university students in greater area of Indonesia capital city and analyzed with descriptive method and PLS-SEM. The research found out that generation Z had the willingness to do more for the environment by becoming agent of change. It also found out that knowledge, attitude, intention to do pro-environmental behavior, the actual behavior, collective and social motive had a positive and significant influence. Additional analyses were carried out to assess the predictive power of the model including the analysis of its implication.

Keywords: reasoned action approach; theory of willingness to participate; agent of change; pro-environmental behavior; Partial Least Square-Structural Equation Model; PLSpredict.

DOI: 10.7176/EJBM/14-24-08

Publication date: December 31^st 2022