Integrating GNRM into environmental goals: The contribution of ‘clean Indonesia’s pillar for waste reduction initiative

This study examine the integration of Indonesia’s National Movement for Mental Revolution (GNRM), particularly through pillar the “Clean Indonesia Movement,” in achieving sustainable environmental goals, especially waste reduction. Amid rising waste volumes and insufficient management infrastructure, the study highlights the urgency of embedding cultural and mental values into environmental initiatives. Employing a mixed-method approach and surveying 1,622 respondents across five major Indonesian regions, the research evaluates how internalized values such as cleanliness, mutual cooperation, and environmental consciousness translate into tangible waste reduction behaviours. The study introduces a “mental-to-action” model, emphasizing the transformation of mindset into sustainable practices. Findings reveal a moderate yet significant influence (R² = 0.444) of the Clean Indonesia Movement Pillar on societal behavioural change. The results confirm the importance of multi-actor synergy (Pentahelix model) and local cultural adaptation in driving impact. The study advocates for strategic policy refinement, enhanced intersectoral coordination, public education, and rebranding of the movement to ensure inclusiveness, relevance, and sustainability in achieving national character reform and environmental resilience in Indonesia.