Marketing Sustainability to the Base: Exploring Drivers of Green Behavior Among Indonesia’s Low Socioeconomic Populations

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Qualitative analysis reveals that environmental education influences green behavior adoption, highlighting community norms and financial constraints.

Green behavior adoption is influenced by environmental education, yet financial constraints limit actual behavior change.
Participants show a preference for messages emphasizing personal benefits over environmental appeals for reducing single-use plastic.
Community-driven social norms have a stronger impact on promoting green behavior than external messages or policies.
The study enhances the Theory of Planned Behavior by providing insights into behavioral control factors affecting sustainability in low-income settings.

Zefanya et al. (2025) studied this question.

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Qualitative analysis reveals that environmental education influences green behavior adoption, highlighting community norms and financial constraints.