Refleksi Nilai Altruisme Melalui Corporate Social Responsibility Terhadap Sustainable Consumption Behavior di Kota Pontianak

Increasing consumer awareness of environmental issues has increased market demand for sustainable business practices in which reflected in corporate social responsibility (CSR) initiatives. CSR implementation in Indonesia continues to face challenges arising from consumer skepticism toward greenwashing practices driven by information disseminated on social media that affected sustainable consumption behavior. Pontianak City presents considerable potential for green economic development due to its predominantly young population although sustainable consumption practices remain relatively limited. This study aims to examine the role of CSR in promoting sustainable consumption behavior. A quantitative research approach was employed through an online survey of 105 Uniqlo consumers in Pontianak City, selected using purposive sampling. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4.0. The findings reveal that CSR has a positive and significant effect on customer advocacy (β = 0.628; p < 0.001), while customer advocacy significantly influences sustainable consumption behavior (β = 0.317; p = 0.004). Conversely, the direct effect of CSR on sustainable consumption behavior is not statistically significant (β = 0.134; p = 0.322), indicating that customer advocacy fully mediates this relationship (β = 0.199; p = 0.008). These findings highlight the relevance of customer advocacy as a mechanism through which CSR initiatives can foster sustainable consumption behavior. From a managerial perspective, the study highlights for companies to develop CSR strategies that promote active consumer engagement while ensuring transparency and accountability to mitigate potential greenwashing concerns in sustainability marketing campaigns.