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All Journal INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS)
Julian Amriwijaya
Universitas Padjadjaran, Indonesia
Religion Humanities Social Sciences

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ECO-GUILT AS A PSYCHOLOGICAL PREDICTOR OF SUSTAINABLE CONSUMER BEHAVIOR: EVIDENCE FROM GENERATION Z Julian Amriwijaya; Sunggoro Trirahardjo
International Journal Of Humanities, Social Sciences And Business (INJOSS) Vol. 5 No. 1 (2026): INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS)
Publisher : ADISAM Publisher

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Abstract

The increasing urgency of environmental degradation has intensified scholarly attention toward psychological factors that influence sustainable consumer behavior, particularly among Generation Z. This generation is widely recognized for its heightened environmental awareness, digital literacy, and sensitivity to social and ecological issues. One psychological construct that has gained prominence in this context is eco-guilt, defined as a feeling of moral discomfort arising from environmentally harmful consumption practices. This study aims to examine eco-guilt as a psychological predictor of sustainable consumer behavior among Generation Z through a systematic literature review. Using a qualitative literature review approach, this research synthesizes findings from peer-reviewed journal articles, books, and reputable conference proceedings published over the last decade. The analysis focuses on conceptual frameworks, empirical evidence, and theoretical models that explain the relationship between eco-guilt and pro-environmental consumption behaviors, such as green purchasing, waste reduction, and responsible product usage. The results of the review indicate that eco-guilt plays a significant role in motivating sustainable consumption by enhancing moral awareness, perceived personal responsibility, and behavioral intentions. Furthermore, the literature suggests that eco-guilt often interacts with other psychological variables, including environmental concern, social norms, and environmental identity, in shaping consumer decisions. This study contributes to the existing literature by providing a comprehensive synthesis of eco-guilt as an emotional driver of sustainability-oriented behavior among Generation Z and offers theoretical and practical implications for policymakers, educators, and marketers seeking to promote sustainable consumption patterns.
ENVIRONMENTAL IDENTITY AS A PREDICTOR OF DIGITAL PRO-ENVIRONMENTAL BEHAVIOR: A STUDY OF DIGITAL CARBON FOOTPRINT AWARENESS AMONG GENERATION Z Julian Amriwijaya
International Journal Of Humanities, Social Sciences And Business (INJOSS) Vol. 5 No. 1 (2026): INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS)
Publisher : ADISAM Publisher

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Abstract

The rapid development of digital technology has driven an increase in online activities that indirectly contribute to the digital carbon footprint, especially through the use of electronic devices, cloud-based services, and intensive data consumption. Generation Z as the demographic group most familiar with digital technology has a strategic role in encouraging pro-environmental behavior in the digital realm. This study aims to examine the role of environmental identity as a predictor of digital pro-environmental behavior, with a focus on digital carbon footprint awareness among Generation Z. The method used is a systematic literature review of scientific articles, academic books, and research reports relevant to the topics of environmental identity, digital pro-environmental behavior, and environmental awareness of Generation Z. The results of the study indicate that a strong environmental identity contributes significantly to increasing individual awareness and engagement in environmentally friendly digital behavior, such as managing digital energy consumption, selecting sustainable platforms, and reducing non-essential digital activities. In addition, the literature also confirms that personal values, social norms, and digital environmental literacy play a mediating role in the relationship between environmental identity and digital pro-environmental behavior. This research provides a conceptual contribution in broadening the understanding of pro-environmental behavior in the digital era and serves as a basis for developing educational strategies and policies oriented towards reducing the environmental impact of Generation Z's digital activities.
Co-Authors Sunggoro Trirahardjo