the indonesian millenials consumer behaviour on buying eco-friendly products:the relationship between environmental knowledge and perceived consumereffectiveness

The topics of sustainable development and climate change correlation, pollution, toxic-containingproducts, and unhealthy lifestyles in urban societies has become a phenomenal issue these days. theseissues have evolved around the exploitation of natural resources. it is imperative that all stakeholders stopexploiting natural resources to create better and more sustainable living for today’s and the nextgenerations. to address the needs for a more sustainable living that have been endorsed by the millennialconsumers, business doers claim that their products are eco-friendly and green products. this research isdone to analyse the correlation between environmental knowledge and perceived consumer effectivenessin eco-friendly product buying by the millennial consumers. the online survey involving 102 millennialconsumer respondents who lives in jakarta, bogor, depok, tanggerang and bekasi areas reveals thatenvironmental knowledge does not significantly correlate with the millennial consumers’ eco-friendlyproduct buying behaviour. the research also shows that perceived consumer effectiveness has a greaterinfluence than environmental knowledge on the millennial consumers’ buying behaviour for eco-friendlyproducts.