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All Journal JBTI : Jurnal Bisnis : Teori dan Implementasi
Shoxrux Ulugbekovich, Ibragimov
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Economics, Econometrics & Finance

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Improving Pro-environmental Behavior: Voluntary and Social-Pressure Pathways in Indonesia Kuswati, Rini; Waskito, Jati; Ajeng Pramesti , Diesyana; Shoxrux Ulugbekovich, Ibragimov
JBTI : Jurnal Bisnis : Teori dan Implementasi Vol. 17 No. 1 (2026): April 2026
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jbti.v17i1.29471

Abstract

The study focuses on developing a model of pro-environmental behaviour. Another pressing matter is determining whether pro-environmental behaviour is voluntary or non-voluntary. This study examines the impact of social pressure and pro-environmental self-identity on such behaviour, with pro-environmental views acting as a mediator variable. The study employed a positivist paradigm and used quantitative techniques in the form of an online survey. The research design involved a diverse group of participants, including adolescents and adults from Indonesia. A total of 653 Indonesian respondents were selected from various islands in Indonesia. Using Smart PLS to analyse the data, this study demonstrates that social pressure and pro-environmental self-identity substantially and favourably impact pro-environmental attitudes, based on empirical evidence. Recent research shows that pro-environmental activity in Indonesian society tends to be voluntary rather than compulsory.  This study provides empirical evidence that the combination of social influence and self-identity theories can effectively explain voluntary pro-environmental behaviour.
Co-Authors Ajeng Pramesti , Diesyana Jati Waskito Rini Kuswati