Sustainable Consumption Consciousness and Behavioral Activation among Generation Z: An Extended Norm Activation Model within the Triple Bottom Line Framework

Abstract

Sustainable consumption behavior has become a critical component in addressing ecological degradation and resource depletion worldwide. This study investigates the psychological mechanisms underlying sustainable consumption among Indonesian Generation Z by employing an extended Norm Activation Model (NAM) integrated with the Triple Bottom Line (TBL) framework, encompassing environmental, social, and economic dimensions. A quantitative, cross-sectional survey was conducted with 316 respondents across 26 provinces in Indonesia. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM–PLS) to examine both direct and mediating effects among key constructs: consciousness for sustainable consumption, ascription of responsibility, personal norms, and sustainable consumption behavior. The results demonstrate that sustainable consumption consciousness significantly enhances ascription of responsibility, personal norms, and actual behavior. Both responsibility and personal norms act as significant mediators, confirming the hierarchical activation process proposed by NAM. Consciousness for sustainable consumption exhibits the strongest total effect on behavioral outcomes (β_total = 0.915), indicating that cognitive awareness is a powerful antecedent of ecological responsibility. Demographic correlations further reveal that gender, education level, and domicile significantly influence sustainability-related cognition and moral norms. These findings reinforce the relevance of NAM in explaining pro-environmental behavior within a multidimensional sustainability context. The study contributes to the theoretical integration of psychological and ecological approaches in consumer research and provides practical implications for policy design, environmental education, and sustainability communication targeting younger generations.