The Way to Save Environment from Green Consumer Behavior: The Role of Advertising, Media, and Lifestyle

The green consumers’ low-rate behavior is often attributed to lifestyles that do not care about the environment. This paper aims to analyze the effect of eco-friendly product advertising and social media on green consumers’ behavior with an eco-friendly lifestyle as a mediator. This research was conducted using a quantitative approach with a unit of analysis of students in the city of Semarang. This research was conducted by distributing questionnaires to the number of samples taken, as many as 161 students using the inverse square root method with a proportional combination of cluster and purposive sampling. The collected data were analyzed using descriptive statistics and SEM WarpPLS. The result shows that green product advertising and social media positively affected green consumer behavior, lifestyle mediated the impact of green product advertising on consumers’ behavior, and lifestyle mediated the influence of social media on consumers’ behavior. Therefore, students need to realize and understand how important the benefits of green product advertising are so they can pay attention to green product advertising and social media, besides that students need to manage their lifestyle by diverting their free time to activities that are more positive and valuable and are expected to be able to consider the needs especially related to environmentally friendly products as an effort to preserve the surrounding environment.


Introduction
The existence of environmental damage, energy, and increased pollution has become a global problem lately.It requires the community to raise awareness of the environment.The world community's awareness of the importance of environmental preservation is rising.This increase was sparked by fears 1248 (2023) 012020 IOP Publishing doi:10.1088/1755-1315/1248/1/012020 2 of disasters threatening the environment and the survival of humans and their descendants.According to [1], this behavior change is caused by the adoption of new values, both positive and negative.Shifts in consumer patterns that occur in Indonesian society are caused by globalization [2].The higher the social class, the higher the percentage of income spent on consumption.Spending by the Indonesian population in terms of consumer in 2021 where the average Indonesian population spends IDR 622.8 thousand per month for food consumption and as much as IDR 641.7 thousand for non-food consumption [3].Some teenagers feel embarrassed if they don't follow mushrooming or booming trends.In line with what was stated by [4] such a context causes them to be willing to spend more money to purchase products that are not environmentally friendly.So that the more popular this trend is, the more it is followed by ignoring the importance of environmentally friendly products.
Green consumer behavior is consumption in the form of buying, seeking, and using a product in the form of services or goods concerning environmental damage.Green consumer behavior is often associated with shopping behavior towards a product, either goods or services, that positively impact the environment so that it can be used as an alternative effort to maintain sustainable development [5] Green consumer behavior is found in almost all levels of society, especially among teenagers, including students.It is due to the lifestyle of students who prefer to travel and spend their money to buy trending items .The results of a survey conducted by Gunawan [6] on 43 student respondents stated that the existence of online shopping sites encourages buying behavior of less environmentally friendly goods.[7] behavior of low green consumption that occurs among adolescents.Namely, they tend to consider the benefits and prices of the products they buy and emotional factors that tend not to pay attention to environmental safety [8].
Studies from [9] show that students in the city of Semarang, both at state universities and private universities, tend to shop for goods that pay little attention to the benefits for the environment, which leads to the accumulation of garbage and waste.For the items purchased.In line with the theory of environmental ethics, students who have never been in contact with advertisements for environmentally friendly products often do not consume environmentally friendly products.However, due to the influence of the model from the simulation, their lifestyles are different, and they are more concerned with their lifestyle and values.Consumption is no longer based on the usefulness or sustainable, practical value of the goods consumed, thus forming a lifestyle that likes to litter and damage the environment [10].
We can see that the lifestyle of a person who tends to be more hedonic by consuming a product, both goods, and services, tends to waste excessively [11].Lifestyle changes in modern society are the lifestyle of someone interested in their activities, interests, and opinions to regulate and consider their social status.Therefore, personal lifestyle influences green purchasing behavior, which can determine various green consumption decisions.Based on research from [12] states that someone who behaves like trash will do various ways to follow the lifestyle that is trending in society [13].It is inseparable from advertisements for environmentally friendly products or social media used to promote their products to attract consumers' attention and curiosity about these green products [14].The manipulative language of advertising and social media can stimulate society, especially students attached to smartphones and developing technology, to buy environmentally friendly products [15].Green product advertisements are intense in providing information related to products and company knowledge to consumers so that they influence consumer behavior to become even wiser in buying products [16].
Previous researchers have carried out green consumer behavior, such as placing more emphasis on determining consumer behavior through lifestyle, eco-friendly advertising, or social media among college students.However, this research does not examine these three variables' urgency levels in determining green consumer Behavior.In line with the theory of environmental ethics, which emphasizes that lifestyle is very important in shaping green consumer behavior, this study aims to elaborate on the mediating effect of lifestyle on the relationship between green product advertising, social media, and consumer behavior, as well as the relationship between green product advertising, social media, and lifestyle on student green consumer behavior.

Green Consumer Behavior
Green consumer behavior is the behavior of someone who consumes a product based on desire, not need, without any reasonable consideration and behavior that is no longer based on rational considerations but the behavior of buying specific goods or services for pleasure or emotion [17].
According to [18], the factors influencing green consumer behavior are advertisements, conformity from reference groups, lifestyle, and credit card ownership.Meanwhile, [18] states that consumer behavior is influenced by (1) cultural factors consisting of sub-culture and social class; (2) social factors such as reference groups, family and roles and status; (3) personal factors, including age and cycle stage life, work and economic conditions, lifestyle, as well as personality and self-concept, (4) Psychological factors of one's purchasing choices include motivation, perception, learning, beliefs, and attitudes.Indicators of green consumer behavior are wish fulfillment, goods out of reach, unproductive goods, and Status [19].

Lifestyle and Green Consumer Behavior
Lifestyle is an attempt to allow oneself to exist in a way that is different from other groups.Based on their experiences compared to social reality, individuals choose a series of actions and appearances that they consider appropriate and those that are not appropriate to be displayed in social space [20].Lifestyles change dynamically; individual and societal lifestyles change over time; as students follow trends or what is often called the present era, there are consequences when economic power does not match lifestyle needs [21].Most people follow the development of existing trends and do not want to be left behind with what trends are mushrooming.When someone wants to continue to follow a trend that is currently booming, he will not hesitate to spend money to follow the trend [22].As a result, it can be said that they consume a product not because it really needs it but only to follow trends.It can then make lifestyle a factor that is thought to influence student Green Consumer Behavior [23].From the description above, the hypothesis can be formulated as follows.H1: Lifestyle affects student green consumer behavior

Green Product Advertising, Advertising, Lifestyle, and Consumer Behavior
In this era of sophisticated technology, private companies offer many trading applications [24,25].For consumers, making purchases online is becoming a part of their daily life.Various business opportunities have emerged thanks to the development of technology and the internet.Green product is an activity related to selling, purchasing, and marketing goods and services using electronic systems such as the Internet and computer networks [27].Therefore, one of the essential elements of the world of green product is promotion and advertising, which is currently overgrowing so that many green product advertisements are easy to find in various media channels, both traditional media and electronic media, including Internet and social media, which are influence Green Consumer Behavior [28,29].
Advertisements have a considerable influence on a person's lifestyle.They want to use up their abilities, even though they spend it with great difficulty following modern lifestyle trends that have mushroomed in society [30].Ads that are shown continuously will undoubtedly affect the lifestyle of students.The lifestyle referred to here ranges from clothing (fashion) and language style to individual or collective choices for entertainment or pleasure, related to many aspects.A continuously shown product will leave a mark on the students' memories, so they will begin to be influenced by the advertised product.A product advertisement will provide an image that always captivates people who see it.A product brand will attract the attention of people who pay attention to ads.Ultimately, they are interested and have an interest in owning the advertised product [30].
With advertising, green product will be better known by the public.Green product advertisements are often found in various media, such as television, web browsers, and social media.With this advertisement, of course, it will make it easier for green product users or the wider community to understand the products or promos being held quickly.It will also make it easier for someone to follow their lifestyle.[32] research states that exposure to Shopee promo advertisements influences green consumer behavior.It means that the more often you see advertisements, the higher a person's green consumer behavior will be.[33] stated that it is essential for marketers to segment their markets by identifying lifestyles through consistent product buying behavior patterns, time spent by consumers, and involvement in various activities.From this description, the hypothesis can be formulated as follows.H2: green product advertising affects student green consumer behavior H3: green product advertising affects student lifestyles H4: Lifestyle significantly mediates the relation of green product advertising on student green consumer behavior

Social Media, Lifestyle, and Green Consumer Behavior
In essence, social media is an internet-based technology that makes it easier to find or access the information we need, primarily related to shopping [34].With social media, there will be more.It is in line with research conducted by [35], which shows that social media impact on impacts Green Consumer Behavior through pictures or videos that are li In line with this, students who use the media can make students behave consumptively because of following the mushrooming trends to get attention and praise [30].In this increasingly modern era, people need to be more active in their daily lives to adapt to lifestyle changes that are increasingly changing, and it is no longer possible to separate us from using smartphones in everyday life [25].
Social media is essential among students.It is supported by research conducted [26,27], which states that 52% of students use social media, in this case, Instagram, which will impact their daily lifestyle and make them spend more time on social media for a general lifestyle change like traveling, create more content.Recent research shows that social media significantly affects lifestyle [21,24].Lifestyles and consumer patterns are becoming a trend for all groups, including teenagers, adults, and older people.It is due to the rapid development of technology in Indonesia.states that most social media users are teenagers and adults, including students.That way, almost all teenagers have social media applications.Research conducted by [29] concluded that social media positively affects consumer behavior.It means that when the use of social media is high, it will cause that person to have high Green Consumer Behavior as well.The research was conducted by Agianto et al. [31] who stated that social media affects lifestyle.The use of social media can undoubtedly affect attitude, behavior, and lifestyle.From this description, the hypothesis can be formulated as follows.H5: Social media affects student lifestyle H6: Social media affects student green consumer behavior H7: lifestyle significantly mediates the effects of social media on student green consumer behavior Based on the causality relationship of lifestyle as mediator of the relationship between green product advertising, social media on green consumer behavior, it can be described as follows

Method
This research is a study that tries to elaborate on lifestyle meditation on the relationship between green product advertising, social media, and Green Consumer Behavior, as well as the relationship between green product advertising, social media, and lifestyle on student Green Consumer Behavior.This approach is used to answer the problem of Green Consumer Behavior among students in the city of Semarang with a minimum sample size of 160 taken using the inverse root square method [36], which shows the best sample for the SEM-Partial inverse root square method.The sampling technique is a combination of purposive sampling and proportional cluster random sampling, distributed using the questionnaire method to active students in the city of Semarang who have social media applications and e-commerce marketplaces.The questionnaire was developed using a Likert scale using the Aggress Disagree interval scale.
Measurement of each variable is as follows: (1) Dimensional measurements in green product advertising according to [16,17] are as follows: a) Attention contains attention; b) Interest (interest) contains attractiveness; c) Desire raises the desire to try or have; d) Action, leads to action to buy; (2) social media measurement adopted from [21,22,23] consists of participation; openness, conversation, community, connectedness; (3) lifestyle measurement adopted by [10] as follows: activities, interest, opinion; (4) green consumer behavior is measured by adaptation from Fromm, [19,27]with indicators: belief in buying eco-friendly product, consistency in purchasing eco-friendly products, maturity consume environmentally friendly.
After the data is collected from the field, processing (editing and data conversion) is then carried out with the help of the Warp PLS version 6 program [36] with the following steps: (1) conceptualization of the model; (2) determine the algorithm analysis method; (3) determine the resampling method, (4) describe the path diagram; (5) evaluate and estimate the inner model, or outer model, using the basic algorithm of Warp PLS mode A, to determine the value of the t-statistic.

Description Variables
The analysis in the description of this variable is carried out to obtain an overview of the data collected, which is then calculated for the value of the index number.Based on the index number, it is then interpreted using the Five Box Method to show how each variable's conditions can express.

44,72 Low
Based on the descriptive analysis, it can be concluded that the average score is high of all the variables, be it green product advertising, use of social media, lifestyle, and consumer behavior.But the highest score is the use of social media, which means that the activity of using student social media is the highest.

Measurement Model Analysis
After analyzing the description of each variable, the next step is to test the validity and reliability of each variable through the outer/measurement model analysis.For validity testing, convergent and discriminant validity tests were carried out.The indicator is declared valid in the convergent validity test if each composite's Average Variance Extracted (AVE) value exceeds 0.50 [37].Meanwhile, in the discriminant validity test, several testing techniques were used.The first technique compares the values of all correlations between latent variables with the AVE square root of each variable.Therefore the correlation value must be lower than the AVE square root of each construct [39].The second technique, using the general bias method [38], uses a Full collinearity VIFs value lower than its cut-off, which is 3.3.while the construct reliability can be seen from the two Cronbach alpha coefficient tests, and the composite reliability exceeds the threshold of 0.80 set by [37].Outer model analysis can be seen in the following table.Note: the red color indicates the AVE value is below the cut-off value of 0.5 or does not meet the convergent validity criteria Table 2 above shows that all of these variables do not have an AVE value below the cut-off value of 0.5.Therefore the items on the four variables were eliminated.After eliminating several indicators in the four variables, the AVE value is above 0.5 so that the two variables meet the convergent validity criteria.Eliminated items are not corrected because they are still representative for measuring these variables in each indicator.Meanwhile, the composite reliability value of the four variables is above the cut of value, above 0.7.Therefore the four variables meet the construct reliability criteria.Then an analysis of discriminant validity was carried out in table 3 by analyzing the comparison of the square root of the AVE and the correlation between latent variables where the square root of the AVE variable must be larger than the correlation between the latent variables diagonally, as shown in the following table.Table 3 shows that the Square Rooted of AVEs is higher than the diagonally correlation between these latent variables.It indicates that the instrument meets the criteria of discriminant validity.Apart from that, to strengthen the results of the comparison-based validity test, this discriminant validity test was also carried out through a common bias test with full collinearity VIFs.The results showed that all variables met the criteria of discriminant validity, because all VIF's Full collinearity scores are below 3.3.

TABLE 4. Full collinearity VIFs Green Product Advertising Use of Social Media Life Style
Green consumer behaviour 1.557 1.935 2.043 1.517

Structural Model Analysis
After measuring the outer model and fulfilling all the criteria for convergent validity, discriminant validity, and construct reliability, a structural model/inner model analysis is performed.In this analysis, this study does not use classical assumptions because this study is based on the Warp Partial Least Square Regression method, where resampling with a stable technique is used to test the structural model.Then do the goodness of fit/fit model analysis.The analysis was carried out on 10 indices, including Average path coefficient (APC); Average R-Squared (ARS); Average Adjusted R-Squared (AARS); Average block VIF (AVIF); Average full collinearity VIF (AFVIF); Tenenhaus GoF (GoF); Sympson's Paradox Ratio (SPR); R-Squared Contribution Ratio (RSCR) Statistical Suppression Ratio (SSR); Nonlinear Bivariate Causality Direction Ratio (NLBCDR); where the index value must be above the cut-off value [36].If all indices score above the cut-off value, then the model can be accounted for as a fit model and continued for hypothesis testing.Following are the results of the fit and quality index model.6 shows the results of the WarpPLS-SEM statistical method for hypothesis testing and the magnitude of the coefficients.The table shows that the hypothesis for direct effects such as (H1, H2, H3, H5, H6) shows a lower p-value than the cut-off so that it can be concluded as follows: (1) lifestyle has a positive and significant effect; (2) green product advertising has a positive and significant effect on Green Consumer Behavior; (3) green product advertising has a positive and significant effect on lifestyle; (4) social media has a positive and significant effect on Green Consumer Behavior; (5) social media has a positive and significant effect on lifestyle.While the mediation hypothesis tests H4 and H7 also proved significant, it can also be concluded that lifestyle is significant in mediating the effect of green product advertising on Green Consumer Behavior.Lifestyle is also significant in mediating the influence of social media on Green Consumer Behavior.

Discussion
It is statistically proven that the effect of green product advertising on Green Consumer Behavior means that the higher the level of green product advertising, the higher the level of student Green Consumer Behavior.The descriptive analysis results show a high category, which means that green product advertising is one of the factors that influence green consumer behavior.It is understandable because the content of the message conveyed, the attractiveness of advertisements, excellent and attractive advertising media, obtaining information from ads, and interest can increase confidence in green consumer behavior.In line with research [10,11] which states that advertising has a positive and significant effect on green consumer behavior so that the high and low influence of exposure to green product Ads strongly influences high and low student green consumer behavior.
Social media has a positive and significant effect on student green consumer behavior.Based on the results of the descriptive analysis shows the highest category, which means that social media can be expected to influence green consumer behavior.It can be understood that the frequency of social media access is the connectedness of one social media account.In line with research [16,17] which states that there is a significant positive effect of the use of social media on student consumer behavior.With the convenience available on various social media, teenagers increasingly enjoy consuming goods and services.Services that don't take precedence, that is, teenagers prefer to buy goods and services based on wants, not wants and needs [21,22].Students should reconsider using or accessing social media to overcome consumerism to avoid green consumer behavior.
Lifestyle has a significant positive effect on student green consumer behavior.The higher a person's lifestyle, the higher the pattern of green consumer behavior.These findings confirm spending money for self-pleasure, interest in places that provide fast food, brand preference in the use of a product, and use of well-known brand products has a significant impact on the green consumer behavior of students [24,25].it is in line with what was explained by [28,29] that lifestyle is related to efforts to make oneself exist in a certain way and be different from other groups.Lifestyles will move dynamically, and a person's lifestyle will change over time.The development of the times and the existence of increasingly advanced technology will create new lifestyles such as clothing styles, new language styles, and even consumptive lifestyles in everyday life.However, if people, especially students, continue to follow trends and their economic abilities are not following their needs, their lifestyle will negatively impact them.Following what has been explained by [31,32,34] that there is a negative side effects of a consumptive lifestyle, such as (1) a wasteful lifestyle; (2) reduce the opportunity to save, (3) tend not thinking about future needs.
Green product advertising has a positive and significant effect on lifestyle; this means that the higher the level of green product advertising, the higher the lifestyle of students.It gives the meaning that the clarity of product information from green product advertisements, the messages conveyed in advertisements, the attractiveness of green product advertisements, and good and attractive advertising media encourages student lifestyles both from television advertisements, the internet or social media seen from the number of owners of student goods [26,27].In line with research [28,29], green product advertising positively affects lifestyle.Intense advertising exposure resulted in a shift in lifestyle among students, where people would become consumptive.They not only try to fulfill their needs but also try to fulfill their every desire.
Social media impact the lifestyle, it means that the higher the use of social media, the higher the lifestyle of students.Based on the results of the descriptive analysis showing the high category, this finding also indicates that the high frequency of social media access to get the latest information encourages a person's interest in buying a product.In line with research [28,33], social media affects lifestyle.The use of Instagram certainly affects lifestyle in everyday life.Frequent lifestyle changes include spending more time, traveling, and creating more creative content [32,19].The influence of social media on student lifestyles can be seen in how many videos or photo posts follow the latest trends.They are curious, so they want to imitate what they find interesting.It could be due to the attitude of students who are still unstable.
Testing lifestyle mediation as the effect of green product advertising on green consumer behavior is statistically proven.It explains that the higher the eating lifestyle, the higher the impact of green product advertising on green consumer behavior.The influence of advertising is very extraordinary on the image of one's lifestyle, to the extent that people want to use all kinds of abilities, even though the journey is colored with difficulty to achieve it, to follow lifestyle trends that have become an essential part of modern society [14,15].Lifestyle changes in students will always be present in their lives because students constantly change, even in the most minor aspects.To photograph the phenomenon of changing student lifestyles, we can see their behavioral tendencies.Teenagers and adults are compelled to continue spending their money, even though they are not in great need.This style change is an impact that arises due to the advertisements that continuously hit students.Advertising is powerfully able to shape the new lifestyle of students [9,11].Lifestyle or lifestyle is related to many sides, such as clothing (fashion), lifestyle, language, and choices in seeking entertainment or pleasure, both privately and collectively.student green consumer behavior can be seen from changes in their lifestyle.
The results of this study are not in line with research conducted by [5,21], which states that television advertising does not affect green consumer behavior.The age selection of respondents, in this case, students, is no longer affected by television advertisements compared to children who are still developing consumer behavior from an early age [17,19].However, this study's results align with research conducted by [20,21] which states that there is a significant influence between exposure to shopee advertisements on television and green consumer behavior.It is because teenagers or consumers understand the messages conveyed by advertisements well and get high exposure [17,18].In addition, the results of this study are also in line with research conducted by [34,35], which states that exposure to advertising encourages a consumptive lifestyle.
The results also show that lifestyle significantly mediates the influence of social media on student green consumer behavior.Students are consumers who actively use social media in their daily lives, which causes students to be easily influenced and become more consumptive [17].The lifestyle of students always experiences changes and developments quite rapidly.Students always wanted to follow the lifestyle that was popular at that time.It is in line with research conducted by [27], which states that lifestyle mediates the influence of social media on consumer behavior.Teens who use Instagram are often influenced by what they see.When they see an attractive, aesthetic, and Instagramable tourist attraction, they are usually immediately interested and visit the place.Based on the description above, it can be said that social media has a positive and significant effect on the green consumer behavior Semarang State University students through lifestyle

Conclusion
Green product advertisements, social media, and lifestyle affect student green consumer behavior, and lifestyle also significantly mediates the influence on student green consumer behavior.Based on the ethical decision making theory, the characteristic of a consumptive society is the creation of a community with a logical shift in that they become more concerned with the lifestyle and values they uphold.So that the emergence of this lifestyle is a description of a person's behavior, pattern, and way of life, as well as what they think about themselves, which then differentiates their status from the environment and other individuals through how they behave, which if they too follow their desires or desires will only make them wiser as consumer.Therefore students must understand how to minimize transactions after seeing green product advertisements so that they are not easily influenced by information from green product advertisements.Furthermore, students also need to manage their finances even better, such as recording their income and expenses and not wasting, as well as practicing frugality and diligent saving to avoid excessive waste so that they can make students more productive.Students need to be able to manage their lifestyle by allocating their free time to positive and valuable things and not spending too much or spending money.In addition, students are expected to better consider their needs, no longer based on desires, by making a list of priority scales.In the future, researchers need to consider using the measurement scale because of the quality of the proxy for the literature, this is because there are differences in the descriptive results with the outer model test.Therefore it is necessary to look for alternative representatives or adjustments to the conditions and capacities of the subjects to be studied.Furthermore, it is also required to add research samples by expanding objects.

TABLE 5 . Model fit and quality indices
Based on the results of the fit and quality index model testing in Table5.All types of goodness of fit tests, from the Average path coefficient (APC) test to the Standardized threshold difference sum ratio (STDSR), show that the structural model of this study is feasible to proceed to the Hypothesis test.The results of hypothesis testing and path coefficients can be explained in the following table.