Strengthening the Role of the Young Generation as the Influencers to Accelerate the Implementation of Green Economy: A Co-Creation Value Perspective
Abstract
ABSTRACT
Â
The role of the green economy is very important, where the fulfillment of needs does not sacrifice the goals of sustainable consumption and production as well as resource efficiency. Indonesia has made a National Action Plan (RAN) to implement the 12th principle in the Sustainable Development Goals, known as Responsible Consumption and Production (RCP) aimed at improving production processes and consumption practices to reduce resource consumption, waste generation, and emissions throughout the life cycle of processes and products. RCP requires citizen involvement about community, increased awareness, willingness to pay, and environmental-friendly lifestyle. This research is intended to analyze the role of the Young Generation to become Influencers (through co-creation of values) so that they can encourage the implementation of good practices as green consumers. To gain insights on people’s willingness to participate in green economy, preliminary research has been conducted involving 229 respondents. A model was constructed to identify the antecedents of willingness to participate. The antecedents were Attitude, Perceived Behavioral Control and Behavior. Descriptively, the field findings can explain the behavior and willingness to participate of the younger generation in green economy practices. The findings of the preliminary research can be used as the basis for proposing a more predictive model using the role of influencers as a moderating variable that intervene in the influence of behavioral intention on willingness to participate.
Â
Keywords: Behavior, Willingness to participate, SDG, Influencers, Co-creation of Value.Full Text:
PDFReferences
Akintunde, E. A. (2017). Theories and concepts for human behavior in environmental preservation. Journal of Environmental Science and Public Health, 1(2), 120-133.
Anwar, A., Achiraeniwati, E., & Djaohari, A. H. N. (2020). Young people activities in the responsibility of environmental sustainability: Indonesian perspective. IOP Conference Series Materials Science and Engineering, 830(4), 042005 doi:10.1088/1757-899X/830/4/042005
Barbosa, L., Portilho, F., Wilkinson, J., & Dubeux, V. (2014). Trust, participation and political consumerism among Brazilian youth. Journal of Cleaner Production, 63, 93-101.
BPS. (2015). Indikator perilaku peduli lingkungan hidup (2014). Retrieved from https://www.bps.go.id/publication/2015/12/23/2cdc2ef08c706d6f205c69fc/indikator-perilaku-peduli-lingkungan-hidup-2014.html
BPS. (2020). Statistik pemuda Indonesia 2020. Retrieved from https://www.bps.go.id/publication/2020/12/21/4a39564b84a1c4e7a615f28b/statistik-pemuda-indonesia-2020.html
Campbell, C., & Farrel, J. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479. doi:10.1016/j.bushor.2020.03.003
Chopra, A., Vrushali, A., & Sonali, J. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of Millenial. Journal of Business Perspective and Research, 9(1), 77-91.
Christiani, A., Kristina, H. J., Hadi, L., & Rahayu, P. C. (2017). Pengukuran kinerja lingkungan industri di indonesia berdasarkan standar industri hijau. Jurnal Rekayasa Sistem Industri, 6(1), 39-48. doi:10.26593/jrsi.v6i1.2426.39-48..
detikNews. (2021). COP26 adalah pertemuan perubahan iklim, apa saja hasil yang diharapkan?. Retrieved from https://news.detik.com/berita/d-5791362/cop26-adalah-pertemuan-perubahan-iklim-apa-saja-hasil-yang-diharapkan
Dong, B. (2015). How customer participate matters: I’am producing versus Ian designing. Journal of Services Marketing, 29(6), 498-500.
Ginting, G., & Dewi, I, J. (2022). Reformulating a market-driven strategy of community-based tourism destinations post-Covid 19 pandemic: Evidence from Indonesia. Ilomata International Journal of Management, 3(3), 298-318. doi:10.52728/ijjm.v3i1.302
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: a case study of Lucie Fink. Elon Journal of Undergraduate Research, 8(2), 77-87.
Guckian, M., de Young, R., & Harbo, S. (2017). Beyond green consumerism: Uncovering the motivations of green citizenship. Michigan Journal of Sustainability, 5(1), 73-94.
Hariyanti, N. T., & Alexander, W. (2018). Pengaruh influencer marketing sebagai strategi pemasaran digital era modern (sebuah studi literature). Jurnal Eksekutif, 15(1), 133-146.
Ismulyati, S., Ngarbingan, H. K., & Ginting, G. (2022). Modeling of co-creation in adventure tourism: Empowering the role of customer participation to strengthen behavioral intention (Best practice: Tourism village Nglangeran-Gunung Kidul DIY). Journal of International Conference Proceedings, 5(2), 626-637. doi:10.32535/jicp.v5i2.1762
Kuncoro, M. (2013). Metode riset untuk bisnis dan ekonomi (4th ed.). Jakarta: Erlangga.
Kunwar, R. (2021). Extreme sport: Understanding the concept, recognizing the value, Journals of Tourism & Adventure, 4(1), 95-100.
Nafees, L., & Christy, M. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role perceived SMI credibilityâ€. Digital Business, 1(2), 100008.
Nasoha, M., Ngarbingan, H. K., & Ginting,G. (2022). The power of community engagement for deliveringco-creation value (Case: Paguyuban Sentra Industri Tempe Sanan-Malang Jawa Timur). Journal of Community Development, 5(3), 72-83. doi:10.32535/jcda.v5i3.1844
OECD (Organisation for Economic Co-operation and Development). (2008). Promoting sustainable consumption – Good practices in OECD countries. Retrieved from https://www.oecd.org/greengrowth/40317373.pdf
Payne, A. F., Storbacka, K. & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 1(36), 379-389.
Rachman, E., & Jakob, E. (2020). Semua orang adalah “Change Agentâ€. Retrieved from https://klasika.kompas.id/baca/semua-orang-adalah-change-agent/
UNEP (UN Environment Programme). (2015). Sustainable consumption and production. A handbook for policymakers. Retrieved from https://wedocs.unep.org/20.500.11822/9660
van Stekelenburg J, Klandermans B. (2017). Individuals in movements: A social psychology of contention. In C. Roggeband, & B. Klandermans (Eds.). Handbook of Social Movements Across Disciplines (pp. 157-204). New York: Springer.
Vargo, S. L., & Lusch, R. F. (2008). Service dominant logic: Continuing the evolution. Journal of the academy of Marketing Science, 1(36), 1-10.
Waskito, J, & Wahyono, W. (2017). The mediating role of environmental concern and perceived consumer effectiveness on the relationship between consumer skepticism toward advertising and green purchasing behavior. Paper presented at The 3rd International Conference on Science, Technology, and Humanity (2017 Dec 13); Surakarta, Indonesia.
Xie, C., Bagozzi, R., & Troye, S. (2008). Trying to prosume: Toward a theory of consumers as co-creators of value. Journal of the Academy of Marketing Science, 36(1), 109-122.
DOI: https://doi.org/10.32535/jicp.v5i4.1953
Refbacks
- There are currently no refbacks.
Copyright (c) 2022 Maya Maria, Nihan Lanisy, Ginta Ginting
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Published by:
AIBPM Publisher
Editorial Office:
JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone:+62 341 366222
Email: journal.jicp@gmail.com
Website:http://ejournal.aibpmjournals.com/index.php/JICP
Supported by: Association of International Business & Professional Management
If you are interested to get the journal subscription you can contact us at admin@aibpm.org.
ISSN 2622-0989 (Print)
ISSN 2621-993X (Online)
DOI:Prefix 10.32535 by CrossREF
Journal of International Conference Proceedings (JICP) INDEXED:
In Process
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.