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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Indonesian Journal of Business and Entrepreneurship (IJBE) JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Jurnal Samudra Ekonomi dan Bisnis Jurnal Syntax Transformation Action Research Literate (ARL) Journal of Marketing Innovation Eduvest - Journal of Universal Studies e-Jurnal Apresiasi Ekonomi IIJSE
Karto Adiwijaya
Universitas Indonesia
Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Social Sciences

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Journal : Journal of Marketing Innovation

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Marketing Sustainability to the Base: Exploring Drivers of Green Behavior Among Indonesia’s Low Socioeconomic Populations Zefanya, Abraham; Adiwijaya, Karto
Journal of Marketing Innovation (JMI) Vol. 5 No. 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i2.205

Abstract

This study investigates the factors influencing the adoption of green behavior among low-income populations in Indonesia, aiming to inform more inclusive sustainability strategies. Employing a qualitative phenomenological methodology, in-depth interviews were conducted with 10 participants in Jakarta, focusing on efforts to reduce single-use plastic consumption. The results reveal that while environmental education enhances green behavioral intentions, its influence on actual behavior change is constrained by financial limitations and a reluctance to incur higher costs unless alternatives are unavailable or personal expectations are fulfilled. Additionally, messages emphasizing personal benefits resonate more than environmental appeals, and local community-driven social norms are more effective in promoting green behavior than external influencers. Policies and regulations were found to moderate the conversion of intention into behavior, while perceived needs and ease of use of conventional items, coupled with financial constraints, form behavioral control factors that can directly affect green behavior adoption. This research extends the Theory of Planned Behavior by providing nuanced insights into green behavior adoption in low-income contexts, offering practical implications for policymakers and stakeholders to design inclusive and effective sustainability initiatives.
Co-Authors Akmando, Luthfi Jovan Wandy Anggreana Vera Salsabila Auddie Indira Riyadi Chandra, Nicholas Dwi Fadhila, Annisa Nadya Fitrhanefi, Muhyi Nur Reyhana Zahra Zain Sangkoyo, Adhitya Bayu Candra Siregar, Bintang Eska Putra Utomo, Adi Putro Yusdasani, Khoiriyah Nurul Zefanya, Abraham