Impact of Social Influence and Environmental Literacy on Green Consumption Behaviour: A case study of Indonesian students
Research on the influence factors for green consumption has been very advanced in recent years. However, little research has explored green consumption behavior in educational institutions that practice the principles of sustainable universities such as Universitas Negeri Semarang. The questionnaire survey method was used to collect data from 251 consumers who were students. Empirical results revealed that family, media & other organizations, educational institutions were in a supportive condition. Consumers had very good environmental literacy and had shown good green consumption behavior. Social influence and environmental literacy positively affected green consumption behavior either partially or simultaneously.