laksmikby30@gmail.com

, muhammad.dhafi@esaunggul.ac.id

Non-Organic

Household Waste,

Environmental

People are gradually valuing the concepts of sustainable development and green and

environmentally friendly consumption (Keim, 2017). In about there daily shopping, some consumers

use product labels to determine whether a product is environmentally friendly and to guide their

purchasing decisions (Rex & Baumann, 2007). Furthermore, businesses recognize the significance of

sustainable development, and they must adapt their sustainable development strategies to meet

consumers' new environmental protection consumption concept (Qi, Shen, Zeng, & Jorge, 2010).

Individuals and businesses use social media information sharing to develop business opportunities,

create online fan pages, and increase customer-business interactions. It is clear that the role of social

media information sharing in shaping consumer behavior is gradually growing (Mangold & Faulds,

2009).

2019). The massive growth in the number of Internet users over the years has led to a paradigm shift in

shopper behavior worldwide and a changing trend in the desire of shoppers to seek data from new mass

communication channels, including social media (Men & Tsai, 2013). Therefore, the use of the Internet

and social media can influence the buying behavior of customers because it allows buyers to associate

with various buyers and organizations to communicate with existing and potential customers (Saeed et

al., 2019).

Previous research has shown that media addiction can positively affect purchase intention, but

consumers are more likely to feel uninformed when they feel they do not have enough information to

make an informed purchase decision (Abdelaziz, Saeed, Amas, Benleulmi, & Ziad, 2015). Examine

how sustainability information on social networking influence consumers' purchase intentions, in line

with the research objectives of the previous article (Saeed et al., 2019). Regarding on last research, the

research location is in a developing country, namely Pakistan, while this study focuses on DKI Jakarta

the total population (Riyanto, 2022). Moreover, Average daily time spent using social media via any

device is 8 hours, 17 minutes. People have spent a lot of time with social media, therefore social media

has an important role for firms to promote green products and it is also important for consumer purchase

products, is scanty (Saeed et al., 2019). Even though sustainability has emerged as a critical worldwide

issue, in developing countries (Jaiswal & Kant, 2018; Saeed & Kersten, 2019). Clients are less aware

of environmental issues and sustainable merchandise than consumers in developed countries

(Altarawneh, 2013; Butt, 2017; Darley & Johnson, 1993; Mohiuddin, Al Mamun, Syed, Masud, & Su,

2018). Furthermore, research on sustainable purchasing behavior in developing countries is restricted.

willingness to change their state of sustainability knowledge (Saeed et al., 2019). As already stated,

social media gives distinct and improved sustainability-related statistics and it is highly possible that

purchasers who are inclined to search this sort of information emerge depending on social media (Saeed

et al., 2019). Consequently of customers’ improved social media utilization, entrepreneurs additionally

amplify their social communication bearing to draw users and to build lengthy-time period relationships

with them via diverse canals (Jaiswal & Singh, 2018).

In addition, interactions between social media users and other people can help shape their beliefs

about sustainable product purchases (Saeed et al., 2019). According (Abdelaziz et al., 2015), stimulated

purchasers who bear in mind online assets (e.g., social media) are beneficial, and would most likely

become reliant on them. Deliberation on social media platforms allows consumers to accidentally

The consumers' lack of knowledge about a particular product, which is required to make an

informed purchase decision, prevents them from engaging in purchasing. (Saeed et al., 2019). This can

affect the customer's product selection and, apart from canceling the purchase, it can also delay the

purchase to prevent cognitive pressure. (V. W. Mitchell & Papavassiliou, 1999). Moreover, detailed

verbal information about environmentally friendly products, according to the literature, helps educate

consumers, which in turn influences consumers' intention to purchase sustainable products (Gleim,

media for sustainability-associated records as The appearance of individuals on social media

information sources to achieve their goals in making the good choice in terms of purchasing sustainable

products In relation to the preceding arguments, social media provide a favorable situation for

consumers by providing comprehensive information from multiple sources, whereby consumers may

become overly reliant on social media. (Authors, 2016). Subsequently, the authors devise the second

hypothesis as follows:

H2: Dependency on social media for sustainability-related information positively associated the

intention to purchase sustainable products.

Therefore be assumed that consumers will abstains from purchasing a product or brand if they

perceive poor sustainability functioning. In consequence, consumers prefer to buy sustainable products.

For this reason, the authors formulate the fifth speculation formulated as follow:

H5: Sustainability risk on social media positively associated the intention to purchase sustainable

0.752

0.741

0.822

0.69

0.94

0.846

0.83

0.962

0.882

0.914

0.933

0.66

0.909

0.782

0.728

0.668

0.827

inner model. Internal model analysis employing r-square, path coefficient, direct effect, and indirect

effect.

Structural test analysis was carried out to determine the value of R² in each equation. The R²

value serves to show how far the exogen variable is able to explain the endogen variable. Based on the

results of the conducted SEM analysis, the outcome decision for each variable has been gathered. First

outcome analysis stated that the Dependecy on social media for sustainable-related information variable

is influenced by the Sustainable-related information seeking variable with the score of R² is 0,3, means

explained from other variables that are not included in this study. Second outcome analysis stated that

are not included in this study.

Path coefficient explains that a comparison between t-statistics and t-table can be used to find a

significant measure of hypothesis support. The hypothesis is supported if the t-statistics value is greater

than the t-table value (Ghozali 2018). T-statistic is used to test the significance of path coefficients (Hair

et al. .2014). The significance threshold for t-values are 2.58, 1.96, and 1.75 for confidence levels of

99%, 95%, and 90%, respectively (Hair et al. .2014). These thresholds indicate the minimum values of

t that must be exceeded in order to reject the null hypothesis and conclude that the path coefficient is

related information to depend on social media because the t-statistics value is > 1.96 and P-Values 0.05.

Second, the dependency variable on social media for sustainability-related information on

intention to purchase, it gets a t-statistic value of 5.11 and a P-Value of 0. There is a significant direct

relationship between reliance on social media for sustainability-related information and intention to

purchase, as shown by the t-statistics value > 1.96 and P-Values 0.05. That is, buyers feel more inclined

to make purchases the more dependent they are on social media for sustainability-related information.

Furthermore, on the dependency on social media for sustainability-related information variable

on sustainability trust, the t-statistic value is 7.244 and the P-Value is 0. Because the t-statistics value

is > 1.96 and P-Values < 0.05, there is a significant direct effect between dependencies on social media

for sustainability-related information on sustainability trust. That is, the more consumers depend on

Likewise, the variable sustainability risk to the intention to purchase, it gets a t-statistic value of

is not statistically significant because the t-statistics value is 1.96 and the P-Value is greater than 0.05.

In other words, the theory is rejected. Given that the t-statistics value is greater than 1.96 and the P-

value is less than 0.05, there is a substantial direct relationship between sustainability trust and purchase

intention. In other words, the more sincere reviews that are provided, the higher the buy intention.

Then, the sustainable trust variable on intention to purchase, the t-statistic value is 4.408 and the

P-Value is 0. Because the t-statistics value is > 1.96 and P-Values < 0.05, there is a significant direct

effect between sustainable trust variable on intention to purchase. That is, the more positive reviews

about sustainable products, the higher the consumers' purchase intention towards the product.

The indirect effect value on the variable sustainability-related information seeking on intention

value of 4.46 and a P-Value of 0. There is a positive significant relationship between the variables of

sustainability-related information seeking on sustainability trust through dependence on social media

for sustainability-related information since the t-statistics value is > 1.96 and P-Values 0.05.

Based on the description above, it can be concluded that the hypothesis in this study can be seen

in the table below:

First, based on the results of the research test, it shows that sustainability-related information

seeking has a significant influence on dependency on social media for sustainability-related

information. In other words, the more a consumer's desire to learn more about sustainability, the more

likely they are to rely on social media because it makes it simpler for them to access information.

According to the research's findings, respondents said that social media is a good location to find

information about sustainability that confirms their viewpoint. The findings of this study are consistent

media for sustainability-related information has a significant effect on sustainability trust. Consumers

might well be influenced by good social media posts and reviews. Positive ratings of the sustainability

items they offer can help customers who rely on social media for sustainability information feel trusted.

Consumers are not more susceptible to bad evaluations because of the volume of good ratings. The

findings of this study are consistent with other research (Chen & Chang, 2012; Saeed et al., 2019),

which indicates that sustainability trust is significantly impacted by a person's reliance on social media

for knowledge on sustainability.

to WOM. According to research by (Abdelaziz et al., 2015), German consumers are more sensitive

when they rely on social media to learn about negative WOM than when they receive the positive WOM

they experience. Similar to earlier study, it is less responsive to negative WOM in emergent nations like

Pakistan (Saeed et al., 2019). The study's findings are consistent with earlier research (Saeed et al.,

2019), which found that Sustainability risk on social media positively influenced dependency on social

media for sustainability-related information.

Fifth, the study's findings indicate that sustainable risk has no appreciable impact on purchasing

intention. In developing countries such as Pakistan, long-term risk has a significant impact on

purchasing intentions (Saeed et al., 2019). Negative reviews have little impact in developed countries

such as Germany (Abdelaziz et al., 2015). The research results obtained in this study, which was

Sixth, the study showed that sustainability significantly affects buying intention. Consumer

there is more favorable E-WOM. The propensity to purchase sustainable items increases when

consumers have confidence in favorable E-WOM about those products. The findings of this

investigation were consistent with those of earlier studies (Abdelaziz et al., 2015; Chen & Chang, 2012;

Saeed et al., 2019) sustainable trust on intention to purchase has a significant influence.

mediating variable. Dependencies on social media for sustainability-related information as a mediating

of the relationship between sustainability-related information seeking on intention to purchase.

purchase via dependencies on social media for sustainability-related information has a significant

significant direct influence on intention to purchase. This means that dependency on social media for

sustainability-related information has a direct influence on intention to purchase without going through

sustainability trust. It can also be interpreted as dependency on social media for sustainability-related

information through sustainability trust to influence intention to purchase.