Abstract :

This study investigates the role of economic value and environmental threats in influencing waste management behaviors among Generation Z online shoppers. The rapid increase in e-commerce activities has led to a significant rise in packaging waste, particularly plastic, posing severe environmental threats. This research aims to understand how perceptions of economic benefits and environmental threats drive waste management behaviors, with a focus on engagement levels as a mediating factor. The research employs a quantitative approach, using surveys distributed to Generation Z online shoppers in Java and Sumatera, Indonesia. The data reveals that both economic value and environmental threats significantly impact waste management behaviors. Specifically, economic incentives and financial rewards encourage better waste management practices, while heightened awareness of environmental threats drives individuals to adopt sustainable behaviors. The level of engagement plays a crucial mediating role, enhancing the effects of both economic value and environmental threats on waste management behaviors.

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Keywords :

Economic Value, Environmental Threats, Level of Engagement, Online Shopping Behaviour, Waste management.

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