Bagaimana Perilaku Konsumsi Pro Lingkungan pada Lintas Generasi? (Studi Kualitatif pada Generasi X, Y dan Z)

Abstract

Lifestyle related to pro-environment consumption behavior is one of the efforts that can be done in dealing with environmental problems that threaten human survival today. The pro-environmental consumption behavior carried out by each generation has different forms and motives. The study aimed to describe pro-environmental consumption behavior across generations. The research method used a phenomenological qualitative study with 26 respondents of X, Y, and Z generation productive ages (18-55 years old). The collective data used focus group discussion to describe pro-environmental consumption behavior, and support and inhibition factors that influence it. The results showed that the pro-environmental consumption behavior of respondents across generations led to the scope of the home/family and workplace. The forms of pro-environmental behavior often carried out by respondents both at home/family and at work have similarities and differences between generations. Support and obstacle factors that affect pro-environment consumption behavior between X, Y, and Z generations also lead to similarities and differences. In the household/family sphere, internal and external factors have an influence on the X, Y, and Z generation's pro-environmental consumption behavior. Different results show pro-environment consumption behavior in the workplace where only external factors are the main factor for X, Y, and Z generations. More detail will present in the research results and discussion section .