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All Journal Jurnal Pemberdayaan Masyarakat Madani (JPMM) JRMSI - Jurnal Riset Manajemen Sains Indonesia JCE (Journal of Childhood Education) Dinamika Ekonomi - Jurnal Ekonomi dan Bisnis NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JE (Journal of Empowerment) Journal of Applied Data Sciences TA'DIB Jurnal Pemikiran Pendidikan Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Journal of Social And Economics Research Journal of Artificial Intelligence and Digital Business journal of social and economic research Indonesia Economic Journal Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Sholikhah, Sholikhah
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : Journal of Applied Data Sciences

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Applied Data Science for Sustainability Marketing: Evidence from Structural Equation Modeling of Organic Product Consumers Wibowo, Setyo Ferry; Monoarfa, Terrylina Arvinta; Sholikhah, Sholikhah; Sumarwan, Ujang; Febrilia, Ika
Journal of Applied Data Sciences Vol 7, No 1: January 2026
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v7i1.1047

Abstract

The global demand for organic products reflects increasing awareness of sustainability in consumer behavior, especially in emerging markets such as Indonesia. Despite this growing trend, limited studies have applied data science approaches to model behavioral relationships within sustainability marketing. This study aims to examine how Sustainable Marketing (SM) influences Prosumption Motivation (PM) and Consciousness for Sustainable Consumption (CSC) among Indonesian organic product consumers. Using a quantitative design, data were collected through purposive sampling, yielding 400 valid responses from participants across Java, Sumatra, Kalimantan, Sulawesi, and Bali. Structural Equation Modeling (SEM) with AMOS was employed as a data science tool to estimate latent constructs and test predictive relationships. The results show that SM has a significant positive effect on PM (β = 0.923, CR = 19.347, p 0.001) and CSC (β = 0.991, CR = 21.764, p 0.001), while PM also significantly influences CSC (β = 0.742, CR = 19.306, p 0.001) and SM indirectly enhances CSC through PM (β = 0.652, CR = 19.306, p 0.001). These findings confirm all hypotheses and reveal a reciprocal relationship between motivation and consciousness, emphasizing a behavioral feedback loop that strengthens sustainable consumption. The study contributes to sustainability marketing by integrating SM, PM, and CSC into a unified predictive framework. Methodologically, it demonstrates how SEM serves as an applied data science technique capable of transforming behavioral data into actionable insights. The novelty lies in bridging behavioral science and data science to provide decision-support evidence for marketers and policymakers promoting prosumption and responsible consumption in emerging economies.
Co-Authors Abda Abda Afrianingsih, Anita Agung Wahyu Handaru Ashila Tahany, Nasya Aulia, Indah Putri Azka Muhamad Zarfan Chairunisa, Firda Christian Wiradendi Wolor Daffa Aditya, Bari Desitama, Faizal Satria Destyana Rahmah, Anggi Dewi Agustin Pratama Sari Ekajaya, Tresno Huzaini, Moh I Ketut R. Sudiarditha Ika Febrilia Krissanya , Nofriska Kusdickayati, Aliya Desy Lailatul, Silma Lareh, Dang Tuanku M Sadat, Andi Markhaban, Alwi Monoarfa, Terrylina Arvinta Mukmin Suryatni, Mukmin Mustakhiroh, Istafidatul Ni Nyoman Suarniki Nur, Kholis Pratikto, Bagus Tri Pratiwi, Lusiana Putri Abudullah, Amelia Rachma Dania, Rizki Firdausi Rahmi Rahmi Roni Faslah Rusdiawan, Muhammad Riva Setyo Ferry Wibowo Simanjuntak, Amoi Sanyo Suherdi Suherdi, Suherdi Ubaidillah Ubaidillah Ujang Sumarwan Usep Suhud Widya Parimita, Widya Zahroh, Lailatuz Zaki, Aulia