Abstract:
Unethical business practices coupled with irresponsible consumption activities
come with painful environmental costs. Fortunately, various studies
have indicated that ecological concerns are the highest among the millennial
generation. The aim of this research is to investigate the factors influencing
green lifestyle among Indonesian millennials who live in Asia and
Europe. Cultural elements, such as religious passion and spirituality, are
also incorporated in this study in order to understand how they influence
green intention and lifestyle. To our best knowledge, this is the first comparative
study to understand the green lifestyle of Indonesian millennials in
the two regions. This study gathered a total of 204 valid respondents. We
employed a Structural Equation Modelling method to test our hypotheses.
We found that 1) the New Environmental Paradigm is a predictor of green
behavior intention 2) religious passion, spirituality and green behavior intention
are predictors of green lifestyle. Theoretical contributions as well
as managerial implications are offered in this study.
