Circular Consumer Behavior: Understanding, Influencing, and Transforming Sustainable Consumption in Indonesia

Sabrina O. Sihombing · Juliana

Jan 2026 · Penerbit NEM

About this ebook

Circular Consumer Behavior: Understanding, Influencing, and Transforming Sustainable Consumption in Indonesia examines the central role of consumer behavior in advancing the transition toward a circular economy. While circular economy discussions often emphasize technological innovation and policy frameworks, this book argues that meaningful and lasting change depends on how consumers make everyday decisions related to acquiring, maintaining, repairing, sharing, and disposing of products. By placing consumers at the core of circular systems, the book highlights circularity as a behavioral and cultural transformation rather than a purely technical solution.

The book explores the conceptual foundations of the circular economy and integrates key consumer behavior theories, including the Theory of Planned Behavior, Value Belief Norm Theory, and the COM B model, to explain why consumers adopt, resist, or selectively engage in circular practices. It further examines internal and external factors that shape circular consumption across the product life cycle. Special attention is given to Millennials and Generation Z, whose values, identities, and digital habits increasingly influence sustainable consumption patterns. Through discussions of social media, digital marketplaces, and local practices such as thrifting and resale, the book connects global trends with the Indonesian context. By combining theory, empirical insights, and contextual reflection, this book offers valuable perspectives for students, researchers, businesses, and policymakers seeking to promote sustainable consumption grounded in real consumer behavior.

About the author

Prof. Dr. Sabrina O. Sihombing, S.E., M.Bus. earned her Bachelor of Economics (S.E.) degree from Satya Wacana Christian University, Salatiga, in 1993. She completed her Master of Business (M.Bus.) in Marketing Management at Queensland University of Technology, Brisbane, and obtained her Doctoral degree (Dr.) in Marketing Management from Universitas Gadjah Mada, Yogyakarta. She is a full-time faculty member at Universitas Pelita Harapan and currently serves as Head of the Doctor of Management Program at UPH Business School. Her academic expertise includes research methods, consumer behavior, and marketing, with particular emphasis on consumer values, sustainable consumption, and contemporary consumer issues. She is actively involved in academic publishing as Editor in Chief of a Sinta accredited journal and as a reviewer for numerous Scopus indexed international journals. She has authored several academic books in the areas of research methods and consumer behavior and regularly supervises doctoral research in management and marketing. Collaborate with her via email [e-mail].

Prof. Dr. Juliana, S.E., M.M. is a Professor in the Hospitality Management Program at Universitas Pelita Harapan. She earned her Doctoral degree in Management from Universitas Pelita Harapan. In recognition of her scholarly contributions, she received the Best Paper Award in 2023. She teaches courses in Service Management in Hospitality and Tourism, Marketing in Hospitality and Tourism, Human Resource Management, and Organizational Behavior. Her academic expertise lies in Hospitality and Tourism Management. In addition to teaching, she has published extensively in reputable international journals and nationally accredited journals. Her research interests include Tourism Marketing, Hospitality and Tourism Management, Tourism Studies, Social Sciences, Tourist Behavior, and Human Resource Management. She actively serves as a reviewer for reputable international journals, including Cogent Business & Management, Cogent Social Sciences, Cogent Arts & Humanities, Sustainability (Forestry), Sustainability (MDPI), Tourism and Hospitality (MDPI), Tourism and Hospitality Insights, and Tourism Review, as well as several nationally accredited journals. Collaborate with her via email [e-mail].