The use of disposable products has increased significantly in response to the COVID-19 pandemic. However, this surge has also exacerbated the problem of waste pollution and climate change. Although there has been some progress recently, there is still a great deal of work to be carried out to promote eco-friendly shopping habits to combat environmental pollution. Education plays a crucial role in encouraging consumers to adopt long-term environmentally friendly behaviors as part of their shopping habits. This study aims to investigate the impact of education on non-disposable product knowledge and eco-awareness, which in turn influences consumer attitudes and shapes eco-friendly concepts into their habits. In our study, we also explore the role of self-identity as a moderator in the correlation between pro-environmental attitudes and eco-friendly shopping habits. Furthermore, our research involves gathering data from participants in Taiwan and Indonesia, considering their diverse cultural backgrounds and economic statuses in the Asian region. With a sample size of 332 individuals (152 from Indonesia and 180 from Taiwan), we utilized quantitative methodology and electronic questionnaires to collect data from October to November 2023. By employing CB-structural equation modeling with SmartPLS 4, we have been able to discern the similarities and differences between Taiwanese and Indonesian consumers within the context of our research framework. Consequently, sustainable purchases promote awareness and encourage consumers to adopt more environmentally friendly habits, contributing to a broader cultural shift towards sustainability.
