¹Rumna, ²Hari Gursida, ³Doni Wihartika

^1,2,3Management Studies, Postgraduate School, Pakuan University

DOI : https://doi.org/10.58806/ijsshmr.2026.v5i6n16

Google Scholar Download Pdf
ABSTRACT

This study examines the role of emotional intelligence in shaping sustainable consumer behavior among Generation Z consumers in Bogor City by incorporating sustainable consumer intention as a mediating variable. Sustainable consumer behavior has become increasingly important due to growing environmental concerns, excessive consumption patterns, and the rapid expansion of digital consumption environments. This study employed a quantitative research approach using a cross-sectional survey design. Data were collected through an online questionnaire distributed to 400 Generation Z university students in Bogor City using purposive sampling techniques. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that emotional intelligence positively and significantly influences sustainable consumer intention and sustainable consumer behavior. In addition, sustainable consumer intention significantly influences sustainable consumer behavior and partially mediates the relationship between emotional intelligence and sustainable consumer behavior. These findings suggest that emotionally intelligent consumers are more likely to develop stronger sustainability intentions, which subsequently encourage environmentally responsible consumption practices. This study contributes to the sustainable consumer behavior literature by emphasizing the importance of emotional and psychological dimensions in promoting sustainable consumption among Generation Z consumers. The findings also provide practical implications for policymakers, educators, and businesses in encouraging sustainable lifestyles and environmentally responsible consumer behavior.

KEYWORDS:

Emotional Intelligence; Sustainable Consumer Intention; Sustainable Consumer Behavior; Generation Z; SEM-PLS.

REFERENCES
1) Afsar, B., Masood, M., & Umrani, W. A. (2022). The role of emotional intelligence in promoting sustainable consumer behavior. Journal of Retailing and Consumer Services, 68, 103123.

2) Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

3) Confente, I., & Vigolo, V. (2023). Sustainable consumer intention and environmentally responsible purchasing behavior among young consumers. Sustainability, 15(4), 2781.

4) Goleman, D., Boyatzis, R., & McKee, A. (2023). Emotional intelligence and leadership effectiveness. Bantam Books.

5) Han, H. (2021). Consumer behavior and sustainable intention in green consumption contexts. International Journal of Hospitality Management, 95, 102934.

6) Joshi, Y., & Rahman, Z. (2020). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 8(1), 1–12.

7) Kalliampakou, A., & Antonopoulou, H. (2025). Emotional intelligence and sustainable behavior in digital consumer environments. Sustainability, 17(2), 1154.

8) Kang, J., & Badal, T. (2025). Understanding the attitude–behavior gap in sustainable consumption. Journal of Consumer Behaviour, 24(1), 45–59.

9) Kumar, A., Prakash, G., & Kumar, G. (2021). Does environmentally responsible purchase intention matter for consumers? International Journal of Consumer Studies, 45(1), 1–14.

10) Li, Y., Zhao, L., & Zhang, X. (2021). Emotional intelligence and green purchase intention: The mediating role of environmental concern. Journal of Cleaner Production, 314, 128090.

11) Moisander, J. (2022). Motivational complexity of green consumerism. International Journal of Consumer Studies, 46(3), 721–735.

12) Nguyen, T. T. H., Lobo, A., & Greenland, S. (2023). Sustainable consumption behavior in digital commerce environments. Journal of Retailing and Consumer Services, 70, 103146.

13) Salam, M. A., Noor, N., & Roslan, A. (2024). Sustainable consumer behavior and environmental responsibility among young consumers. Sustainability, 16(5), 2098.

14) Sun, Y., Liu, N., & Zhao, M. (2022). Generation Z and sustainable consumption behavior in digital environments. Sustainable Production and Consumption, 31, 120–131.

15) Sun, Y., Zhao, M., & Liu, N. (2024). Sustainable consumer intention and green behavioral outcomes among young consumers. Journal of Cleaner Production, 412, 137201.

16) Theocharis, A., & Tsekouropoulos, G. (2025). Exploring the sustainability attitude–behavior gap among young consumers. Sustainability, 17(3), 1842.

17) Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2021). From multi-channel retailing to omni-channel retailing. Journal of Retailing, 97(2), 174–181.

18) Zhang, L., & Dong, X. (2024). Emotional intelligence and pro-environmental behavioral intention among Generation Z consumers. Sustainability, 16(9), 3882.

19) Zhang, Y., Wang, H., & Li, Q. (2023). Emotional intelligence and environmentally responsible behavior: Evidence from young consumers. Journal of Consumer Behaviour, 22(6), 1123–1138.

Cite this Article:Rumna, Gursida, H., & Wihartika, D. (2026). Understanding Sustainable Consumer Behaviour among Generation Z: The Role of Emotional Intelligence. INTERNATIONAL JOURNAL OF SOCIAL SCIENCE HUMANITY & MANAGEMENT RESEARCHS, 5(6), 1474-1483. https://doi.org/10.58806/ijsshmr.2026.v5i6n16

VOlUME 05 ISSUE 06 June 2026