Sustainability Behavior of Generation Z in Indonesia: A Mixed-Methods Study of Energy Price Shocks and the Value–Action Gap
Keywords:
sustainability behaviour, generation z, value action gap, energy crisis, mixed method
Abstract
The 2022 global energy crisis triggered a 112.9% surge in household energy prices in 116 countries and influenced the consumption behavior of Generation Z in Indonesia. Despite their high environmental awareness, there is a gap between awareness and concrete action (value-action gap) when faced with economic pressures. This study analyzes Generation Z's sustainability behavioral responses to price increases using a sequential, exploratory, mixed methods approach. Data were collected through in-depth interviews with two experts and a survey of 158 respondents aged 17–28 using a Likert scale and vignette scenarios to minimize social desirability bias. The results show that Generation Z's sustainability behavior is dominated by low-cost actions, while actions requiring significant economic sacrifice are still rarely undertaken. This study produced a Cost-Sensitive Behavior Framework with four main drivers: Energy Security, Conditional Adaptation, Structural Constraints, and Contextual Decisions. This framework explains that behavioral changes tend to be reactive and temporary due to financial and facility constraints. These findings emphasize the urgency of policies that focus on reducing economic barriers and providing structural infrastructure to encourage a permanent transition to more sustainable behavior.
Keywords: Sustainability behavior, Generation Z, value–action gap, energy crisis, mixed methods.
References
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Gunawan, A. I., Hurriyati, R., Wibowo, L. A., & Monoarfa, H. (2025). Consumers in responsible consumption: what leads to sustainable behavior? Urbanization, Sustainability and Society, 2(1), 259–283. https://doi.org/10.1108/USS-09-2024-0056
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Jităreanu, A. F., Mihăilă, M., Alecu, C.-I., Robu, A.-D., Ignat, G., & Costuleanu, C. L. (2022). The Relationship between Environmental Factors, Satisfaction with Life, and Ecological Education: An Impact Analysis from a Sustainability Pillars Perspective. Sustainability, 14(17), 10679. https://doi.org/10.3390/su141710679
Kim, N., & Lee, K. (2023). Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context. International Journal of Environmental Research and Public Health, 20(7), 5312. https://doi.org/10.3390/ijerph20075312
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Niu, N., Fan, W., Ren, M., Li, M., & Zhong, Y. (2023). The Role of Social Norms and Personal Costs on Pro-Environmental Behavior: The Mediating Role of Personal Norms. Psychology Research and Behavior Management, Volume 16, 2059–2069. https://doi.org/10.2147/PRBM.S411640
Oktarini, K. W., Saputri, U. T., Pratiwi, C. W., & Fi, D. (2025). Generation Z and Sustainable Consumption : An Analysis of Their Willingness to Pay for Green Product. 9(2), 47–57.
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Pinho, M., & Gomes, S. (2023). What Role Does Sustainable Behavior and Environmental Awareness from Civil Society Play in the Planet’s Sustainable Transition. Resources, 12(3), 42. https://doi.org/10.3390/resources12030042
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Qazi, H., Alam, S., & Phulpoto, A. (2023). Motivating Factors Influencing Green Buying Behavior of Generation Z: An Application of Theory of Planned Behavior (TPB). Pakistan Journal of Humanities and Social Sciences, 11(3). https://doi.org/10.52131/pjhss.2023.1103.0646
Rana, M., Al Mamun, Md. A., Hossain, Md. K., Rekha, R. S., & Alam, S. M. S. (2025). Understanding the adoption of renewable energy technologies by households in South Asia: a theory of planned behavior perspective. Discover Sustainability, 6(1), 477. https://doi.org/10.1007/s43621-025-01051-w
Ried, L., Eckerd, S., & Kaufmann, L. (2022). Social desirability bias in PSM surveys and behavioral experiments: Considerations for design development and data collection. Journal of Purchasing and Supply Management, 28(1), 100743. https://doi.org/https://doi.org/10.1016/j.pursup.2021.100743
Shaheen Hosany, A. R., & Serdiuk, K. (2025). Understanding Gen Z Consumers: A Typology of (Un)sustainable Purchases. Psychology & Marketing, 42(11), 2820–2832. https://doi.org/https://doi.org/10.1002/mar.70013
Suminar, J. R. R., Hafiar, H., Amin, K., & Prastowo, A. A. (2024). Predicting pro-environmental behavior among generation Z in Indonesia: the role of family norms and exposure to social media information. Frontiers in Communication, Volume 9-2024. https://www.frontiersin.org/journals/communication/articles/10.3389/fcomm.2024.1461609
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Published
2026-06-28
How to Cite
Susilowati, I., Nur Shafika, Khairunnisa, D., Khoirul Rozak, & Bayu Andika. (2026). Sustainability Behavior of Generation Z in Indonesia: A Mixed-Methods Study of Energy Price Shocks and the Value–Action Gap. International Journal of Education, Vocational and Social Science , 5(03), 2738-2761. https://doi.org/10.63922/ijevss.v5i03.4803
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