Effects of environmental orientation and environmental knowledge on the willingness to reduce plastic waste among Gen Z in Indonesia and Thailand

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The purpose of this study is to explore the willingness to reduce plastic waste analyzing the effect of environmental orientation and environmental knowledge. The analysis was conducted at three universities, with respondents being 430 students who are categorized as Gen Z. The universities involved are State University of Surabaya, State Polytechnic of Malang, Indonesia, and College of Local Khon Kaen University, Thailand. Using path analysis, the paper revealed that environmental orientation and environmental knowledge significantly influence the willingness to reduce plastic waste. All variables used in the research model are significant for both the outer and inner models. This study confirms a positive and significant influence on the relationship between independent variables, as well as between independent and dependent variables. All relationships produce T statistic > T table (1.96). Environmental knowledge is positively and significantly influenced by environmental orientation by 32% (TStat = 3.535), willingness to reduce plastic waste (TStat = 6.874) is influenced by environmental orientation by 50%, and willingness to reduce plastic waste (TStat = 5.454) is influenced by environmental knowledge by 41%. The findings of this study are important, considering that Gen Z will be decision-makers not only for personal interests in their consumption behavior but also for Gen Z’s position as policymakers in the future.

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    • Table 1. Convergent validity
    • Table 2. Average variance extracted
    • Table 3. Reliability testing
    • Table 4. Goodness of fit testing
    • Table 5. Hypotheses testing
    • Table 6. Testing results on the most dominant variable effect toward the endogen variable
    • Table A1. Description of research instruments
    • Conceptualization
      Weni Rosdiana, Agus Prastyawan, Yuni Lestari, Lena Citra Manggalasari, Haryo Kunto Wibisono, Pattanapong Topark-ngarm, Farika Nikmah
    • Data curation
      Weni Rosdiana, Agus Prastyawan, Lena Citra Manggalasari, Haryo Kunto Wibisono, Pattanapong Topark-ngarm, Farika Nikmah
    • Formal Analysis
      Weni Rosdiana, Agus Prastyawan, Yuni Lestari, Lena Citra Manggalasari, Pattanapong Topark-ngarm, Farika Nikmah
    • Funding acquisition
      Weni Rosdiana
    • Investigation
      Weni Rosdiana, Agus Prastyawan, Yuni Lestari, Lena Citra Manggalasari, Haryo Kunto Wibisono, Pattanapong Topark-ngarm, Farika Nikmah
    • Methodology
      Weni Rosdiana, Yuni Lestari, Lena Citra Manggalasari, Haryo Kunto Wibisono, Pattanapong Topark-ngarm, Farika Nikmah
    • Project administration
      Weni Rosdiana, Lena Citra Manggalasari, Farika Nikmah
    • Resources
      Weni Rosdiana, Yuni Lestari, Farika Nikmah
    • Supervision
      Weni Rosdiana, Pattanapong Topark-ngarm
    • Validation
      Weni Rosdiana, Agus Prastyawan, Lena Citra Manggalasari, Haryo Kunto Wibisono, Pattanapong Topark-ngarm, Farika Nikmah
    • Visualization
      Weni Rosdiana, Yuni Lestari, Haryo Kunto Wibisono, Pattanapong Topark-ngarm, Farika Nikmah
    • Writing – original draft
      Weni Rosdiana, Agus Prastyawan, Yuni Lestari, Lena Citra Manggalasari, Haryo Kunto Wibisono, Farika Nikmah
    • Writing – review & editing
      Agus Prastyawan, Yuni Lestari, Lena Citra Manggalasari, Haryo Kunto Wibisono, Pattanapong Topark-ngarm, Farika Nikmah