The Role of Environmental-Friendly Factors and Islamic Religiosity in Achieving Sustainable Consumption
DOI:
https://doi.org/10.29244/jcs.10.2.248-275Keywords:
behavioral intention, environmental awareness, environmental knowledge, environmatal value, religiosity, sustainable consumptionAbstract
Background: The circular economy aims to establish a sustainable system by maximizing and optimizing resources and capabilities, enabling businesses to provide greater value to consumers. Consumers’ perceptions of environmental values, along with their environmental concerns and knowledge, play a crucial role in encouraging efficient and sustainable consumption. Additionally, individuals with strong religious beliefs often exhibit pro-environmental attitudes, which may influence their intentions and behaviors in purchasing environmentally friendly products.
Purpose: This study examines the role of eco-friendly factors and Islamic religiosity in shaping sustainable consumption behavior among Muslim women in Indonesia who purchase eco-friendly cosmetic products.
Methods: This study employed a conclusive, descriptive, and cross-sectional research design. A total of 218 respondents were selected through purposive sampling. Data were collected through questionnaire distribution and analyzed using Partial Least Squares (PLS) structural equation modeling.
Findings: The results indicate that eco-friendly factors—including environmental concern, environmental awareness, environmental knowledge, and environmental values—positively and significantly influence sustainable consumption. However, contrary to expectations, religiosity does not significantly impact sustainable consumption and does not moderate the relationship between sustainable consumption and behavioral intention. Additionally, sustainable consumption positively influences behavioral intention.
Conclusion: These results highlight the crucial of environmental awareness and values in fostering sustainable consumption behavior. However, religiosity alone may not be a determining factor in consumers' eco-friendly purchasing decisions.
Research implication: This study provides valuable insights for policymakers, businesses, and marketers to develop more effective sustainability campaigns and interventions by focusing on enhancing environmental awareness and values rather than relying solely on religious motivation to promote sustainable consumption.
References
Aboelmaged, M. G. (2021). E-consumers’ green purchase behavior: An empirical study of consumers’ intention and the moderating effect of COVID-19. Journal of Cleaner Production, 286, 124972. https://doi.org/10.1016/j.jclepro.2020.124972
Agarwala, R., Mishra, P., & Singh, R. (2019). Religiosity and consumer behavior: a summarizing review. Journal of Management, Spirituality and Religion, 16(1), 32–54. https://doi.org/10.1080/14766086.2018.1495098
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1002/hbe2.195
Akbar, Z., Shinta, A., Wahyuningtiyas, H., & Isaskar, R. (2025). The effect of certification and product knowledge on instant food purchasing decisions through halal awareness : the moderating role of religiosity. Journal of Consumer Sciences, 10(1), 1–26. https://doi.org/10.29244/jcs.10.1.1-26
Alberto, J., & Riza, F. (2023). Electrifying Consumer Choices: Unveiling the Road to Green Intentions and EV Adoption. Journal of Consumer Sciences, 8(3), 257–276. https://doi.org/10.29244/jcs.8.3.256-276
Az-zahrah, N., Junipriansa, D., & Widokarti, J. R. (2025). Determinants of green purchase behavior of local coffee shop : the moderating impact of price sensitivity. Journal of Consumer Sciences, 10(1), 97–117. https://doi.org/10.29244/jcs.10.1.97-117
Baper, S. Y., Khayat, M., & Hasan, L. (2020). Towards Regenerative architecture: material effectiveness. International Journal of Technology, 11(4), 722. https://doi.org/10.14716/ijtech.v11i4.2631
Bhuian, S. N., Sharma, S. K., Butt, I., & Ahmed, Z. U. (2018). Antecedents and pro-environmental consumer behavior (PECB): the moderating role of religiosity. Journal of Consumer Marketing, 35(3), 287–299. https://doi.org/10.1108/JCM-02-2017-2076
Börjeson, L. (2025). The circular economy approach: A systemic framework for promoting material reuse and recycling within the production–consumption cycle. Journal of Sustainable Practices, 45(2), 98–112.
Chaudhuri, A., Subramanian, N., & Dora, M. (2022). Circular economy and digital capabilities of SMEs for providing value to customers: Combined resource-based view and ambidexterity perspective. Journal of Business Research, 142(December 2020), 32–44. https://doi.org/10.1016/j.jbusres.2021.12.039
Chee, S., Lee, H., & Tan, J. (2022). Nanotechnology advancements in sustainable practices: Waste treatment and energy efficiency. International Journal of Environmental Technology, 38(1), 45–58.
DataIndonesia.id. (2023). Mayoritas penduduk Indonesia beragama Islam. In DataIndonesia.id. https://dataindonesia.id/ragam/detail/mayoritas-penduduk-indonesia-beragama-islam
De Guimarães, J. C. F., Severo, E. A., Klein, L. L., Dorion, E. C. H., & Lazzari, F. (2023). Antecedents of sustainable consumption of remanufactured products: A circular economy experiment in the Brazilian context. Journal of Cleaner Production, 385(December 2022). https://doi.org/10.1016/j.jclepro.2022.135571
Dogaru, M. (2021). Rethinking traditional production paradigms for sustainable development: The role of lifecycle processes in minimizing environmental impact. Environmental Science & Policy Review, 33(4), 220–229.
Elgammal, I., & Al-Modaf, O. (2023). The Antecedent of the Sustainable Purchasing Attitudes among Generation Z: A Terror Management Theory Perspective. Sustainability (Switzerland), 15(12), 1–19. https://doi.org/10.3390/su15129323
Firoozi, M., & Firoozi, R. (2023). Use of recycled and reclaimed materials in civil engineering: Impacts on resource depletion and environmental degradation. Construction and Sustainability, 12(3), 137–149.
Gamble, L. (2014). Consumers are willing to pay more for sustainable products. In The Sydney Morning Herald. https://www.smh.com.au/lifestyle/consumers-are-willing-to-pay-more-for-sustainable-products-20140706-zsumz.html
Ghozali, I., & Latan, H. (2015). Partial Least Square, Konsep Teknik, dan Aplikasi menggunakan program SmartPLS 3.0 untuk Penelitian Empiris. Undip Press.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (Eight Edit). Cengage Learning.
Helaluddin, H., Tulak, H., & Rante, S. V. N. (2019). Strategi pembelajaran bahasa bagi generasi z: sebuah tinjauan sistematis. Jurnal Pendidikan Edutama, 6(2), 31. https://doi.org/10.30734/jpe.v6i2.499
Irfany, M. I., Khairunnisa, Y., & Tieman, M. (2024). Factors influencing muslim generation z consumers’ purchase intention of environmentally friendly halal cosmetic products. Journal of Islamic Marketing, 15(1), 221–243. https://doi.org/10.1108/JIMA-07-2022-0202
Jan, M. T. (2022). Factors Influencing the Purchase of Circular Economy Products: a Comparative Analysis of Malaysia and Turkey. International Journal of Business and Society, 23(2), 802–819. https://doi.org/10.33736/IJBS.4839.2022
Kabaja, B., Wojnarowska, M., Ćwiklicki, M., Buffagni, S. C., & Varese, E. (2023). Does Environmental Labelling Still Matter? Generation Z’s Purchasing Decisions. Sustainability (Switzerland), 15(18). https://doi.org/10.3390/su151813751
Khaleeli, M., & Jawabri, A. (2021). The effect of environmental awareness on consumers’ attitudes and consumers’ intention to purchase environmentally friendly products: Evidence from United Arab Emirates. Management Science Letters, 11, 555–560. https://doi.org/10.5267/j.msl.2020.9.011
Kontautienė, I., Semaškienė, L., & Jankauskaitė, M. (2024). The role of policy changes and consumer practices in steering small economies towards sustainable consumption. Environmental Economics and Policy Studies, 26(1), 1–15.
Kusumawati, E. (2019). Minat Beli Produk Ramah Lingkungan Sebagai Dampak dari Implementasi Green Advertising. Jurnal Kajian Ilmiah, 19(1), 57. https://doi.org/10.31599/jki.v19i1.394
Leclercq-Machado, L., Alvarez-Risco, A., Gómez-Prado, R., Cuya-Velásquez, B. B., Esquerre-Botton, S., Morales-Ríos, F., Almanza-Cruz, C., Castillo-Benancio, S., Anderson-Seminario, M. de las M., Del-Aguila-Arcentales, S., & Yáñez, J. A. (2022). Sustainable Fashion and Consumption Patterns in Peru: An Environmental-Attitude-Intention-Behavior Analysis. Sustainability (Switzerland), 14(16), 1–18. https://doi.org/10.3390/su14169965
Lefever, S., Dal, M., & Matthíasdóttir, Á. (2007). Online data collection in academic research: Advantages and limitations. British Journal of Educational Technology, 38(4), 574–582. https://doi.org/10.1111/j.1467-8535.2006.00638.x
Liang, J., Li, J., & Lei, Q. (2022). Exploring the Influence of Environmental Values on Green Consumption Behavior of Apparel: A Chain Multiple Mediation Model among Chinese Generation Z. Sustainability (Switzerland), 14(19), 1–26. https://doi.org/10.3390/su141912850
Liap, A. L., Permana, D., Nurmahdi, A., Wibowo, M. W., Chong, D., Buana, U. M., Buana, U. M., Buana, U. M., Profesor, A., & Buana, U. M. (2022). Social influence can increase pro-environmental behavior in ecotourism environment : literature. International Humanities and Applied Sciences Journal, 5(3), 9–14.
Ling, P. S., Chin, C. H., Yi, J., & Wong, W. P. M. (2024). Green consumption behaviour among Generation Z college students in China: the moderating role of government support. Young Consumers, 25(4), 507–527. https://doi.org/10.1108/YC-01-2022-1443
Malhotra, N. K. (2020). Marketing Research: An Applied Prientation (7th Ed.). In Pearson Education.
Mehdi, S. M., Rūtelionė, A., & Bhutto, M. Y. (2024). The Role of environmental values, environmental self-identity, and attitude in generation z’s purchase intentions for organic food. Environmental Research, Engineering and Management, 80(2), 75–87. https://doi.org/10.5755/j01.erem.80.2.36649
Ministry of Home Affairs of the Republic of Indonesia. (2022). Data Kependudukan Semester II Tahun 2022. Direktorat Jenderal Kependudukan Dan Pencatatan Sipil. https://dukcapil.kemendagri.go.id
Muflih, M., & Juliana, J. (2020). Halal-labeled food shopping behavior: the role of spirituality, image, trust, and satisfaction. Journal of Islamic Marketing. https://doi.org/10.1108/jima-10-2019-0200
Nasution, E. Y., & Kurnia, E. (2021). Perilaku Konsumen Gen Y dan Gen Z Dalam Pengambilan Keputusan Pembelian : Studi Komparatif Japanese Food dan American Food. Ekonomikawan, 21(1), 64–75. https://doi.org/10.30596/ekonomikawan.v21i1.7104
Noor, J. (2012). Metodologi penelitian : skripsi, tesis, disertasi, dan karya ilmiah. Kencana.
Nurcholis, M., & Pramudyo, R. A. (2023). Environmental responsibility and millennials’ sustainable consumption behavior: Evidence from Indonesia. Sustainability, 15(4), 3412. https://doi.org/10.3390/su15043412
Octarina, E., Hartoyo, H., & Beik, I. S. (2019). Customer purchase intention on sharia mutual fund products: a TPB approach. Journal of Consumer Sciences, 4(1), 37. https://doi.org/10.29244/jcs.4.1.37-47
Orea-Giner, A., & Fusté-Forné, F. (2023). The way we live, the way we travel: generation Z and sustainable consumption in food tourism experiences. British Food Journal, 125(13), 330–351. https://doi.org/10.1108/BFJ-11-2022-0962
Prados-Peña, M. B., Gálvez-Sánchez, F. J., & García-López, A. (2023). Moving toward sustainable development: Social, economic and environmental value as antecedents of purchase intention in the sustainable crafts sector. Sustainable Development, 31(4), 3024–3037. https://doi.org/10.1002/sd.2567
Qu, Y., Li, M., Jia, H., & Guo, L. (2015). Developing more insights on sustainable consumption in china based on Q methodology. Sustainability, 7(10), 14211–14229. https://doi.org/10.3390/su71014211
Raihan, A., & Ramli, Y. (2024). The influence of green product, green awareness, and evironmental concern on green purchase intention on garnier products in the Meruya Area. Journal of Sustainable Economic and Business, 1(1), 49–58.
Razzaq, A., Ansari, N. Y., Razzaq, Z., & Awan, H. M. (2018). The impact of fashion involvement and pro-environmental attitude on sustainable clothing consumption: the moderating role of Islamic Religiosity. SAGE Open, 8(2), 1–17. https://doi.org/10.1177/2158244018774611
Republika. (2021). Riset : Konsumen Indonesia Kian Sadar Lingkungan (pp. 2–5). https://www.pwc.com/id/en/media-centre/pwc-in-news/2021/indonesian/riset-konsumen-indonesia-kian-sadar-lingkungan.html
Richter, M. F., & Machado, A. de B. (2024). Circular Economy and Sustainable Consumption Behavior for Green Recovery. Multitemas, 183–201. https://doi.org/10.20435/multi.v28i70.3948
Rodríguez-Espíndola, O., Cuevas-Romo, A., Chowdhury, S., Díaz-Acevedo, N., Albores, P., Despoudi, S., Malesios, C., & Dey, P. (2022). The role of circular economy principles and sustainable-oriented innovation to enhance social, economic and environmental performance: Evidence from Mexican SMEs. International Journal of Production Economics, 248(February), 108495. https://doi.org/10.1016/j.ijpe.2022.108495
Rousta, A., & Jafari, E. (2024). Impact of environmental knowledge, responsibility and concern on sustainable consumption behavior: does customer attitude matter? Management of Environmental Quality. https://doi.org/10.1108/MEQ-06-2023-0166
Sadiq, M., Adil, M., & Paul, J. (2023). Investigating green purchase behavior: A moderated-mediation model of eco-label credibility and trust. Journal of Retailing and Consumer Services, 74, 103405. https://doi.org/10.1016/j.jretconser.2023.103405
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (Seventh ed). John Wiley & Sons Ltd.
Severo, E. A., De Guimarães, J. C. F., & Dellarmelin, M. L. (2021). Impact of the COVID-19 pandemic on environmental awareness, sustainable consumption and social responsibility: Evidence from generations in Brazil and Portugal. Journal of Cleaner Production, 286. https://doi.org/10.1016/j.jclepro.2020.124947
Shaaban, E. (2021). Recycling in civil engineering: Environmental benefits and challenges in material reuse. Journal of Civil Engineering & Environmental Studies, 47(5), 205–214.
Solekah, N. A., Handriana, T., & Usman, I. (2024). Understanding Zillennials consumer green behavior of reducing plastic bag use through the theory of planned and interpersonal behavior. Journal of Consumer Sciences, 9(2), 206–225. https://doi.org/10.29244/jcs.9.2.206-225
Sony, A., & Ferguson, D. (2017). Unlocking consumers’ environmental value orientations and green lifestyle behaviors A key for developing green offerings in Thailand. Asia-Pacific Journal of Business Administration, 9(1), 37–53. https://doi.org/10.1108/APJBA-03-2016-0030
Suhartanto, D., Briliana, V., Najib, M., & Rachmawati, I. (2023). Religiosity and green cosmetic purchase among Muslim consumers: An extension of the Theory of Planned Behavior. Journal of Islamic Marketing, 14(1), 135–153. https://doi.org/10.1108/JIMA-06-2021-0180
Suhartanto, D., Mohd Suki, N., Najib, M., Suhaeni, T., & Kania, R. (2023). Young Muslim consumers’ attitude towards green plastic products: the role of environmental concern, knowledge of the environment and religiosity. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-08-2021-0277
Sun, J., Safdar, H., Jaffri, Z. ul A., Ibn-ul-Hassan, S., & Ozturk, I. (2022). Substantiating nexus between consumption values and sustainable consumption behavior: a way toward sustainable business. Frontiers in Psychology, 13(June), 1–11. https://doi.org/10.3389/fpsyg.2022.908391
United Nations. (2020). Sustainable consumption and production – Ensure sustainable consumption and production patterns (Goal 12). In United Nations Department of Economic and Social Affairs. https://sdgs.un.org/goals/goal12
Verma, V., & Chandra, B. (2023). Examining green product purchase behavior through the lens of TPB: A cross-sectional study in India. Sustainable Production and Consumption, 37, 97–107. https://doi.org/10.1016/j.spc.2022.11.010
Wardah. (2021). The Wardah Philosophy: Halal Green Beauty. https://www.wardahbeauty.com/#halal
Wijaya, D. I., & Kokchang, P. (2023). Factors Influencing Generation Z’s Pro-Environmental Behavior towards Indonesia’s Energy Transition. Sustainability (Switzerland), 15(18), 1–19. https://doi.org/10.3390/su151813485
Wong, M. C. (2021). Does corporate social responsibility affect Generation Z purchase intention in the food industry. Asian Journal of Business Ethics, 10(2), 391–407. https://doi.org/10.1007/s13520-021-00136-9
Wu, S. I., & Chen, Y.-J. (2014). The impact of green marketing and perceived innovation on purchase intention for green products. International Journal of Marketing Studies, 6(5), 81–100. https://doi.org/10.5539/ijms.v6n5p81
Wulandari, N. M. R., & Nurcahya, I. K. (2015). Pengaruh celebrity endorser, brand image, brand trust terhadap keputusan pembelian clear shampoo di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 4(11).
Wyrwa, J., Barska, A., Jędrzejczak-Gas, J., & Kononowicz, K. (2023). Sustainable Consumption in the Behavior of Young Consumers. European Journal of Sustainable Development, 12(3), 349. https://doi.org/10.14207/ejsd.2023.v12n3p349
Yang, C. H., Chuang, M. C., & Chen, D. F. (2024). Role of higher education students’ environmental awareness and environmental concern in the purchase intention of circular economy products. Sustainability (Switzerland) , 16(5). https://doi.org/10.3390/su16051979
ZAP Beauty Clinic & Markplus Inc. (2021). ZAP Beauty Index 2021. Mark Plus Inc, 2013–2015.
Zeng, Z., Zhong, W., & Naz, S. (2023). Can Environmental Knowledge and Risk Perception Make a Difference? The Role of Environmental Concern and Pro-Environmental Behavior in Fostering Sustainable Consumption Behavior. Sustainability, 15(6), 4791. https://doi.org/10.3390/su15064791
Zhang, L., Xu, M., Chen, H., Li, Y., & Chen, S. (2022). Globalization, Green Economy and Environmental Challenges: State of the Art Review for Practical Implications. Frontiers in Environmental Science, 10. https://doi.org/10.3389/fenvs.2022.870271
Zhang, Q., Husnain, M., Usman, M., Akhtar, M. W., Ali, S., Khan, M. A., Abbas, Q., Ismail, R., Rehman, T., & Akram, M. (2022). Interplay of eco-friendly factors and islamic religiosity towards recycled package products: A cross-cultural study. Frontiers in Psychology, 13(September). https://doi.org/10.3389/fpsyg.2022.840711
Ziesemer, F., Hüttel, A., & Balderjahn, I. (2021). Young people as drivers or inhibitors of the sustainability movement: the case of anti-consumption. Journal of Consumer Policy, 44(3), 427–453. https://doi.org/10.1007/s10603-021-09489-x
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. - Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
How to Cite
