The Mediating Effect of Ecological Self-Esteem for Residential Culture and Media Exposure on Sustainable Consumption Behavior in Financial Technology Era

Devangga Putra Adhitya Pratama¹*, Nuryadi², Abu darim³, Nur Hidayah⁴, Rika Liftiana⁵    Syamsul Arifn⁶ Aisyah Darti Megasari⁷

https://orcid.org/0009-0006-7680-9094

¹Universitas Negeri Surabaya

^2,,4,5,6Sekolah Tinggi Ilmu Ekonomi Pemuda, Indonesia

³Universitas KH. Abdul Chalim Mojokerto

*e-mail: devangga.stiepemuda@gmail.com

Abstract

This study aims to examine the mediating effect of ecological self-esteem in the relationship between residential culture, media exposure, and sustainable consumption behavior in the era of technological financial dominance. As awareness of the importance of environmental sustainability and the impact of consumption on the earth increases, factors such as residential culture and media exposure play a key role in shaping individual attitudes and behaviors towards environmental issues. This study uses a quantitative approach with a survey design involving 115 respondents, analyzing the direct and indirect effects between these variables. The results of the analysis show that ecological self-esteem has a significant mediating role, where individuals exposed to media will support sustainability. Respondents who live in a culture based on environmental values tend to have higher ecological self-esteem, which encourages them to engage in sustainable consumption behavior. The findings reveal the importance of developing ecological self-esteem as a driving factor in promoting sustainable consumption, and demonstrate the role of media and residential culture in shaping such attitudes, especially in the context of the financial age of technology that increasingly influences individuals’ consumption patterns. This research provides insights for policy makers, companies, and environmental organizations to design more effective strategies to promote sustainable consumption behavior in the future.