Drivers and Barriers of Sustainable Consumption Behavior in Indonesia Impact of Technology and Culture

This study investigates the drivers and barriers of Sustainable Consumption Behavior (SCB) in Indonesia, a rapidly growing economy confronting both significant environmental challenges and technological advancements. The research aims to explore the impact of technological affinity, identity signaling, and cultural narratives on SCB, specifically in the context of digital transformation and sustainability in developing countries. Using Structural Equation Modeling (SEM), the study evaluates the relationships between these factors, focusing on the influence of digital platforms, technology access, and environmental awareness on consumer behavior. The findings indicate that technological readiness and culturally aligned sustainability narratives are critical drivers of SCB, while rural regions encounter barriers due to limited access to green technologies. The study also highlights the importance of improving digital infrastructure and offering targeted incentives to overcome these challenges. By contributing to the understanding of ICT role in promoting sustainable consumption, this research provides valuable insights for businesses and policymakers, suggesting that leveraging digital tools and culturally relevant strategies can accelerate the adoption of sustainable practices in Indonesia and other emerging economies.