Peran Pengaruh Teman Sebaya sebagai Pemoderasi dalam Hubungan antara Literasi Ekologi dan Perilaku Konsumsi Berkelanjutan

Abstract

This study examines the moderating role of peer influence in the relationship between ecological literacy and sustainable consumption behavior among college students. Growing awareness of environmental challenges has prompted researchers to explore factors capable of translating environmental knowledge into tangible behavioral change. Although the literature on ecological literacy has expanded considerably, the mechanism by which social dynamics particularly peer influence moderate this relationship remains empirically underexplored, especially in developing-country contexts. Using a quantitative method and a purposive sampling technique, data were collected from 200 college students through a structured questionnaire. Moderated regression analysis was employed to test the proposed hypotheses. The results show that ecological literacy has a positive and significant effect on sustainable consumption behavior. Furthermore, peer influence was found to significantly moderate this relationship, strengthening the effect of ecological literacy when supportive sustainability norms are present within peer networks. These findings underscore the importance of integrating social influence factors into the design of sustainability education programs.