Does The Consumers Materialism Affect Their Green Behavior?

The millennial generation is creative, innovative, and cares about sustainability. However, compared to the previous generations, they are most consumptive. This study investigates their materialism effect on adaptation green values, involvement in environmental sustainability, behavior of buying products. research was conducted using a survey method 312 respondents Jakarta, Indonesia. model processed PLS-SEM. results show that have moderate-level materialism. Consumer has significant value adopted, which significantly affects behavior. Materialism values also affect issues. no direct does not directly mediated by values. main finding this consumers increases care encourages desire buy environmentally friendly suggests products might help express themselves as knowledgeable people signify success.