Digital Marketing Communication Strategy Based On Local Values In Encouraging Sustainable Consumption Behavior Among Gen Z (Study On Sido Muncul Products)
DOI:
https://doi.org/10.29407/771nke38Abstract
Research aim : This study aims to analyze the effect of digital marketing communication strategies based on local values on sustainable consumption behavior among Generation Z, as well as to examine the mediating role of subjective norms within the Theory of Planned Behavior framework.
Design/Method/Approach : This study employs a quantitative explanatory approach. Data were collected from 100 Generation Z respondents through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Research Finding : The results indicate that digital marketing communication based on local values has a positive and significant effect on subjective norms (β = 0.648; p < 0.05) and sustainable consumption behavior (β = 0.312; p < 0.05). Furthermore, subjective norms significantly influence sustainable consumption behavior (β = 0.467; p < 0.05) and act as a partial mediating variable (β = 0.303; p < 0.05). These findings highlight the important role of social influence in strengthening the impact of digital marketing communication on sustainable consumption behavior among Generation Z.
Theoretical contribution/Originality : This study extends the Theory of Planned Behavior by integrating local values into digital marketing communication and highlighting the dominant role of subjective norms in shaping sustainable consumption behavior among Generation Z.
Practical/Policy implication : The findings provide insights for businesses to develop digital marketing strategies that incorporate local values and strengthen social influence to effectively promote sustainable consumption behavior.
Research limitation : This study is limited to Generation Z respondents within a specific region and does not include other potential variables influencing sustainable consumption behavior.
Keywords : Digital Marketing Communication, Local Values, Subjective Norms, Sustainable Consumption Behavior, Generation Z, Theory of Planned Behavior
Keywords:
Digital Marketing Communication, Local Values, Subjective Norms, Sustainable Consumption Behavior, Generation Z, Theory of Planned BehaviorDownloads
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