Urban Lifestyle and Environmental Awareness as Predictors of Outdoor Apparel Consumption among Nature Lover Students
Keywords:
Urban Lifestyle, Environmental Awareness, Outdoor Apparel Consumption, Nature Lover Students, Consumer Behavior
Abstract
This study examines the influence of urban lifestyle and environmental awareness on outdoor apparel consumption among students who are members of the Nature Lovers Student Activity Unit in Surabaya, Malang, and Sidoarjo. A quantitative explanatory approach was used. Data were collected from 100 respondents using a Likert-scale questionnaire and analyzed using multiple linear regression after classical assumption tests. Urban lifestyle has a positive and significant effect on outdoor apparel consumption. Environmental awareness also has a positive and significant effect. Simultaneously, both variables significantly influence consumption, explaining 44.2% of its variance. Findings support the Theory of Planned Behavior, Value-Belief-Norm Theory, and Consumer Culture Theory, offering insights for marketers and student activity unit managers.
References
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Ali, R., Wahyu, F. R. M., Darmawan, D., Retnowati, E., & Lestari, U. P. (2022). Effect of Electronic Word of Mouth, Perceived Service Quality and Perceived Usefulness on Alibaba's Customer Commitment. Journal of Business and Economics Research, 3(2), 232-237.
Amri, M. W., & Khayru, R. K. (2021). The Dynamics of Social Mobility: A Comparison Between Urban and Rural Communities. Journal of Social Science Studies, 1(2), 39-43.
Arnould, E. J., & Thompson, C. J. (2005). Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 31(4), 868–882.
Chen, T. B., & Chai, L. T. (2010). Attitude towards the Environment and Green Products: Consumers' Perspective. Management Science and Engineering, 4(2), 27–39.
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Darmawan, D. (2023). Studi Empiris Perilaku Konsumen Aliexpress: Peran Online Consumer Review, Online Customer Rating, dan Persepsi Harga Terhadap Keputusan Pembelian Impulsif. Jurnal Baruna Horizon, 6(1), 1-13.
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Hardiyanti, M. T., & Darmawan, D. (2023). Faktor-faktor yang mempengaruhi keputusan membeli sandal di Surabaya: Harga, distribusi, dan gaya hidup. PPIMAN Pusat Publikasi Ilmu Manajemen, 1(4), 332-345.
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Hariani, M., & Al Hakim, Y. R. (2022). Analysis of Community Behavior Against the Use of Bio-Degradable Shopping Bags as a Substitute for Single-Use Plastic Bags. International Journal of Service Science, Management, Engineering, and Technology, 2(1), 1-4.
Hidayat, T., Darmawan, D., Nuraini, R., & Mardikaningsih, R. (2024). Implementation of The Precautionary Principle in Indonesian Environmental Law: A Case Study of Plastic Waste Management. Journal of Science, Technology and Society (SICO), 5(2), 1–10.
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Ji, K., & Kim, H. (2017). The Influence of New Seniors' Lifestyle and Apparel Purchase Criteria on Design Preference of Outdoor Apparel Products. Journal of Fashion Business, 21(4), 73-89.
Ju Seo-Ran. (2025). Perceived Values Influencing Attitude and Purchase Intention of Green Outdoor Sportswear: A Structural Model of Serious and Casual Leisure Participants. (Doctoral Dissertation, Graduate School of Seoul National University).
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Ajizah, N., Hidayati, N., Khikmawati, N., & Rohmayanti, N. R. (2025). The Moderating Role of Green Price on the Influence of Environmental Awareness and Product Uniqueness on Ecoprint Product Purchase Decisions in Malang Regency. Sketsa Bisnis, 12(1), 12–27. https://doi.org/10.35891/jsb.v12i1.5512
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Al Hakim, Y. R., D. S. Sigita., & M. Irfan. 2025. Inclusive Marketing Strategy as an Instrument for Empowering Marginalized Groups in Economic and Social Development, Bulletin of Science, Technology and Society, 4(2), 61-68.
Aldilax, D., Hermawan, P., & Mayangsari, L. (2020). The Antecedents of Slow Fashion Product Purchase Decision Among Youth in Bandung, Jakarta, and Surabaya. KnE Social Sciences, 849-864-849–864. https://doi.org/10.18502/KSS.V4I6.6647
Ali, R., Wahyu, F. R. M., Darmawan, D., Retnowati, E., & Lestari, U. P. (2022). Effect of Electronic Word of Mouth, Perceived Service Quality and Perceived Usefulness on Alibaba's Customer Commitment. Journal of Business and Economics Research, 3(2), 232-237.
Amri, M. W., & Khayru, R. K. (2021). The Dynamics of Social Mobility: A Comparison Between Urban and Rural Communities. Journal of Social Science Studies, 1(2), 39-43.
Arnould, E. J., & Thompson, C. J. (2005). Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 31(4), 868–882.
Chen, T. B., & Chai, L. T. (2010). Attitude towards the Environment and Green Products: Consumers' Perspective. Management Science and Engineering, 4(2), 27–39.
Creswell, J. W. (2012). Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research (4th ed.). Boston, MA: Pearson Education.
Darmawan, D. (2023). Studi Empiris Perilaku Konsumen Aliexpress: Peran Online Consumer Review, Online Customer Rating, dan Persepsi Harga Terhadap Keputusan Pembelian Impulsif. Jurnal Baruna Horizon, 6(1), 1-13.
Darmawan, D. (2024). Distribution of Six Major Factors Enhancing Organizational Effectiveness. Journal of Distribution Science, 22(4), 47–58.
Darmawan, D., Negara, D. S., Hardyansah, R., Khayru, R. K., & Saputra, R. (2025, October). Implementation of Medical Hazardous and Toxic Waste Management Regulations in Hospitals. In Proceeding of International Management Conference and Progressive Papers (Vol. 3, No. 1).
Djaelani, M. (2022). Preservation of Environmental Cleanliness by Increasing Awareness of the Community Involved in the Waste Bank Program. International Journal of Service Science, Management, Engineering, and Technology, 1(3), 20–23.
Eastman, J. K., & Eastman, K. L. (2015). Conceptualizing a Model of Status Consumption Theory: An Exploration of the Antecedents and Consequences of the Motivation to Consume for Status. Marketing Management Journal, 25(1).
Eddine, B. A. S. & M. A. Fared. 2024. Enterprise Strategy to Sustain Continuous Innovation and Product Quality Consistency in a Saturated Market, Bulletin of Science, Technology and Society, 3(3), 55-61.
Fauzi, A., & Khayru, R. K. (2025). Urban Modern Family Norms and Parenting Patterns for Child Development. International Journal of Service Science, Management, Engineering, and Technology, 7(3), 25-34.
Fibrianti, N., Santoso, B., Setyowati, R., & Rindyawati, Y. (2023). Legal Culture and Legal Consciousness of Consumers: The Influence on Regulation and Enforcement of Consumer Protection Laws. JILS (Journal of Indonesian Legal Studies), 8(2). https://doi.org/10.15294/jils.v8i2.69336
Fransisca, V., & Ningsih, W. (2023). The Advancement of Technology and its Impact on Social Life in Indonesia. Devotion, 4(3), 860–864. https://doi.org/10.36418/devotion.v4i3.445
Gani, A., Khayru, R. K., & Darmawan, D. (2021). Minimalism Trends in Consumption Behavior: Social Inequality and Industrial Dynamics. Journal of Social Science Studies, 1(1), 129-134.
Ghiffari, I. & Muchlis. (2018). Comparative Analysis on Jogging Jacket Product for Urban Society (Case Study : Society of Bandung City). 4(1). https://doi.org/10.2991/BCM-17.2018.49
Ghosh, A., Kundu, S. G., Gogia, D., & Kundu, A. (2024). Understanding the Awareness-Action Gap in Sustainable Clothing Consumption. Research Square.
Gil, M., Taras, V., Watchravesringkan, K., & Su, J. (2022). Are Cosmopolitan Consumers Into Purchasing Sustainable Apparel? https://doi.org/10.31274/itaa.13884
Guagnano, G. A., Stern, P. C., & Dietz, T. (1995). Influences on Attitude-Behavior Relationships: A Natural Experiment with Recycling. Environment and Behavior, 27(5), 699–718.
Gupta, A., & Gupta, N. (2022). Research methodology. SBPD publications.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.
Halizah, S. N., & Mardikaningsih, R. (2022). Accommodating Social Change in Sustainability Policy: Solutions for a Just and Relevant Society. Journal of Social Science Studies, 2(2), 299-304.
Han, H. (2016). Outdoor Clothing Purchasing Tendencies Among Fashion Lifestyle Segments. The Research Journal of the Costume Culture, 24(2), 218-232.
Hardiyanti, M. T., & Darmawan, D. (2023). Faktor-faktor yang mempengaruhi keputusan membeli sandal di Surabaya: Harga, distribusi, dan gaya hidup. PPIMAN Pusat Publikasi Ilmu Manajemen, 1(4), 332-345.
Hardyansah, R., Darmawan, D., Udjari, H., & Pakpahan, N. H. (2022). Managing Prosperity through a Minimalist Lifestyle: Social and Economic Implications. Journal of Social Science Studies, 2(2), 163-168.
Hariani, M., & Al Hakim, Y. R. (2022). Analysis of Community Behavior Against the Use of Bio-Degradable Shopping Bags as a Substitute for Single-Use Plastic Bags. International Journal of Service Science, Management, Engineering, and Technology, 2(1), 1-4.
Hidayat, T., Darmawan, D., Nuraini, R., & Mardikaningsih, R. (2024). Implementation of The Precautionary Principle in Indonesian Environmental Law: A Case Study of Plastic Waste Management. Journal of Science, Technology and Society (SICO), 5(2), 1–10.
Hoque, M. A., Rasiah, R., Furuoka, F., & Kumar, S. (2021). Technology Adoption in the Apparel Industry: Insight from Literature Review and Research Directions. Research Journal of Textile and Apparel, 25(3), 292-307.
Ji, K., & Kim, H. (2017). The Influence of New Seniors' Lifestyle and Apparel Purchase Criteria on Design Preference of Outdoor Apparel Products. Journal of Fashion Business, 21(4), 73-89.
Ju Seo-Ran. (2025). Perceived Values Influencing Attitude and Purchase Intention of Green Outdoor Sportswear: A Structural Model of Serious and Casual Leisure Participants. (Doctoral Dissertation, Graduate School of Seoul National University).
Khayru, R. K., Marsal, A. P., & da Costa, L. (2024). Legal Coherence and Institutional Gaps in Medical Waste Governance and Public Health Protection in Indonesia. International Journal of Service Science, Management, Engineering, and Technology, 5(3), 17-22.
Kim, S. N., Jung, H. J., & Oh, K. W. (2017). The Effects of Lifestyles on Pursuing Benefits and Purchase Intention of Athleisure wear. Fashion & Textile Research Journal, 19(6), 723–735. https://doi.org/10.5805/SFTI.2017.19.6.723
Kurniawati, V., Setyawan, F., & Wardani, D. P. (2024). The influence of lifestyle, brand image, and brand equity on eiger purchasing decisions (case study on eiger consumers in madiun). https://doi.org/10.61796/icossh.v1i1.5
Li, D. (2025). Impact of Green Advertisement and Environmental Knowledge on Intention of Consumers to Buy Green Products. BMC psychology, 13(1), 220.
Mahmud, M., Darmawan, D., Khayru, R. K., Nuraini, R., & Issalillah, F. (2023). Enforcement of Criminal Law Against Perpetrators of Environmental Pollution. International Journal of Service Science, Management, Engineering, and Technology, 4(1), 43-46.
Mamesah, D. A., Gautama, E. C., & Mardikaningsih, R. (2024). Industrial Waste Reporting Obligations and Public Data Disclosure in Modern Corporate Law. Journal of Social Science Studies, 4(1), 155-164.
Mardikaningsih, R. (2021). Urbanization and Social Inequality: Challenges in Building Social Cohesion in a City-Based Environment. Journal of Social Science Studies, 1(1), 135-140.
Mardikaningsih, R. (2025). Reconstructing the Earth’s Social Ecosystem through Socio-Ecological Inquiry in the Climate Crisis Era. Bulletin of Science, Technology and Society, 4(1), 49-56.
Mardikaningsih, R., & Darmawan, D. (2021). Pengaruh Gaya Hidup, Lokasi, dan Kelompok Acuan Terhadap Minat Kunjung Kembali Tujungan Plaza Surabaya. Journal of Trends Economics and Accounting Research, 2(2), 43-48.
Mardikaningsih, R., & Darmawan, D. (2025). Utilization of Big Data Analytics to Improve Corporate Environmental Performance in Managerial and Organizational Dimensions. Bulletin of Science, Technology and Society, 4(3), 1-12.
Mardikaningsih, R., & Hariani, M. (2021). Realizing Sustainability in Public Policy: Building a Balance between Economy, Social, and Environment. Journal of Social Science Studies, 1(1), 191-196.
Marsal, A. P., Darmawan, D., & Hardyansah, R. (2025). Product Liability, Defective Goods, and Consumer Compensation in Business Law. Bulletin of Science, Technology and Society, 4(3), 59-68.
Mustika, D. H., Darmawan, D., Wibowo, A. S., & Gautama, E. C. (2023). Legal Protection and Preventive Measures by BPOM Against the Circulation of Illegal Cosmetics in Indonesia. Journal of Social Science Studies, 3(2), 61-70.
Natasha, T., Ilene, & Meisyaroh, S. (2021). Dynamics of group communication in arisan’s activities. 9(1), 75–82. https://doi.org/10.46806/JKB.V9I1.680
Nicholls, A., & Lee, N. (2006). Purchase Decision‐Making in Fair Trade and The Ethical Purchase ‘Gap’:‘Is There a Fair Trade Twix?’. Journal of Strategic Marketing, 14(4), 369-386.
Nuh, A. (2023). Fashion engagement and pro-environmental attitudes: drivers of sustainable fashion consumption in Indonesia. Journal of Enterprise and Development, 5(3), 460–478. https://doi.org/10.20414/jed.v5i3.7292
Nuraini, R., Handayani, S., Wisnujati, N. S., Darmawan, D., & Kurniawan, Y. (2021). Environmental Management and Law Enforcement. Studi Ilmu Sosial Indonesia Manajemen, 1(1), 65-76.
Nurmalasari, D., & Mardikaningsih, R. (2022). Utilization of Waste Paper Through Recycling and Entrepreneurial Spirit Development. International Journal of Service Science, Management, Engineering, and Technology, 1(2), 1-3.
Patwary, S., Haque, M. A., Kharraz, J. A., Khanzada, N. K., Farid, M. U., & Kumar, N. M. (2022). Apparel Consumer Behavior and Circular Economy: Towards a Decision-Tree Framework for Mindful Clothing Consumption. Sustainability, 15(1), 656.
Purwanto, I., Darmawan, D., Dirgantara, F., Sulani, & Halizah, S. N. (2023). Implementation of Cosmetic Product Labeling Regulations for Consumer Protection and Fair Competition in the Marketplace. Journal of Social Science Studies, 3(1), 165-170.
Putra, A. R., Rudiansyah, M. M. D. H., Darmawan, D., Mardikaningsih, R., & Sinambela, E. A. (2022). Pengaruh Gaya Hidup, Lingkungan Fisik, dan Persepsi Harga Terhadap Loyalitas Pelanggan Lottemart. Jurnal Ekonomi dan Manajemen, 2(1), 71-85.
Putri, A. P. S., & Darmawan, D. (2025). A Literature Study: The Influence of Lifestyle on Fashion Purchasing Decisions. Jurnal Manajemen Bisnis dan Terapan, 3(1), 85-96.
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Published
2026-05-04
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