Nina Farliana, Khasan Setiaji, Muhammad Feriady
Low environmental awareness caused indifference, changes in behavior and dependence. This study aimed to analyze and explore conceptual models of environmental awareness and university support to green consumption behavior through self-efficacy and motivation, either simultaneously or partially. The research method used a quantitative approach. The research location was on the campus of Universitas Negeri Semarang (UNNES). The study population was all active students, with a sample of 220 respondents. Data collection techniques used questionnaires, and data analysis used Structural Equation Modeling (SEM) with the WarPLS 5.0 program. The results showed that environmental awareness had a direct effect on motivation, self-efficacy, and green consumption behavior. University support had a direct effect on motivation and self-efficacy, but had no effect on green consumption behavior. Self-efficacy was not able to mediate environmental awareness and university support to green consumption behavior. Motivation was able to mediate environmental awareness for green consumption behavior, but it was not able to mediate university support. The coefficient of determination of green consumption behavior from environmental concern, college support, self-efficacy and motivation was 67%. The finding of this study was the inability of self-efficacy to mediate research variables because respondents had difficulty getting environmentally friendly products. © 2023 Author(s).
Faculty of Economics, Universitas Negeri Semarang, Semarang, Indonesia
