Does Modern Consumerism Bring Sustainability in Responsible Consumer Behavior? The Case of Household Waste in Indonesia

Urbanization, globalization, and economic growth in Indonesia have changed consumer behaviors, leading to more household waste and environmental damage. Modern consumerism, fueled by a neoliberal economic model, worsens these issues as Indonesia’s waste management systems fail to keep up with the increasing waste from growing urban and middle-class populations. This study examines how knowledge, personalization, and word-of-mouth marketing, three components of contemporary consumerism, affect sustainable and ethical consumer behavior, particularly with regard to home trash management in Indonesia. A quantitative technique was used, and 370 Indonesian homes were surveyed. A structured questionnaire with a Likert scale (1–5) was used to gather the data, and (SEM-PLS 3) was used for analysis. The findings demonstrated that word-of-mouth, personalization, and informativeness had a major influence on the intention to decrease waste as well as the formation of waste reduction behaviors. In turn, these behaviors and intentions strongly indicate long-term, responsible behavior. These findings underscore the crucial role of modern consumerism’s components in shaping responsible waste management practices. As the urban and middle-class demographics continue to grow, the implications for Indonesia’s waste management systems are profound, suggesting a critical need for targeted interventions that leverage personalization and social influence to promote sustainability.