<![CDATA[Character education is not only a national challenge but also a global concern. In recent years, environmental awareness among elementary school students has shown a downward trend. The purpose of this study is to foster an environmentally conscious character in the IPAS (Natural and Social Sciences) subject for fifth-grade elementary school students through the Market Day Project. In this context, Market Day, implemented through a Project-Based Learning (PjBL) approach, serves as an experience-based learning strategy. This study employed a quantitative approach with non-probability sampling techniques, and the data were analyzed using SmartPLS. Convergent validity tests indicated that all 20 instrument items were valid. Reliability testing using Cronbach’s Alpha (?) yielded satisfactory results, with a score of 0.928 for the environmental care character variable and 0.931 for Market Day activities, confirming the reliability of these instruments. Furthermore, hypothesis testing revealed a t-value of 118.256 > 1.96 at a 5% significance level. Thus, it can be concluded that Market Day activities through PjBL have a significant effect on strengthening environmental awareness while supporting environmental literacy-based learning among fifth-grade elementary school students in the IPAS subject.]]>
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