Abstract: The purpose of this study is to test and analyze the influence of consumer environmental ethics and moral obligation on sustainability consumption through green consumption in families in Indonesia. The population of this study is families in Indonesia. At the same time the sample is housewives who have at least one child. The data analysis tool used in this study is Structural Equation Modeling (SEM). The number of samples used in this study is 100 respondents. The results of the study prove that there is a positive and significant influence between: (1) consumer environmental ethics on green consumption, (2) green consumption on sustainability consumption, and (3) consumer environmental ethics on sustainability consumption through green consumption. In addition, the results of the study prove that there is a positive but not significant influence between: (1) moral obligation on green consumption, and (2) moral obligation on sustainability consumption through green consumption. The theoretical suggestion put forward is that it is necessary to further study the academic role of other variables in green consumer behavior. The practical advice given to green product business actors is to pay attention to the fact that green product consumer behavior is influenced by variables inherent in the consumer. So green product business actors must pay attention to this to carry out marketing strategies.

Keywords: Consumer Environmental Ethics, Moral Obligation, Green Consumption, Sustainability Consumption, Consumer Behavior, Families In Indonesia

Pages: 2151-2162