Environmental Concern, Critical Thinking, and Creativity on Gen Z Pro-Environmental Behavior

Abstract

Despite Generation Z exhibiting high environmental concern, their pro-environmental behavior on social media remains notably low. To address this gap, this study examines how environmental concern and critical thinking influence pro-environmental behavior among Generation Z on social media, with creativity functioning as a mediating mechanism. Employing a quantitative approach, data were gathered from 500 Generation Z respondents aged 13–28 years in Central Java through a five-point Likert-scale questionnaire distributed via social media platforms. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model was assessed using indicator loadings, Cronbach’s Alpha, composite reliability, average variance extracted (AVE), and the heterotrait–monotrait ratio (HTMT), whereas the structural model was evaluated through bootstrapping with 5,000 subsamples. The findings confirm that environmental concern and critical thinking significantly enhance creativity, which subsequently fosters pro-environmental behavior. In addition, both environmental concern and critical thinking demonstrate direct positive effects on pro-environmental behavior. Creativity was found to partially mediate both relationships, producing significant indirect effects. The structural model explains 66.1% of the variance in pro-environmental behavior and exhibits strong predictive relevance. This study contributes to sustainability literature by clarifying the psychological pathways through which individual traits translate into green behavior within digital contexts. Practically, organizations should design interactive social media campaigns that stimulate critical thinking and creative expression to effectively promote sustainable behavior among Generation Z

Keywords: Environmental Concern, Critical Thinking, Creativity, Pro-Environmental Behavior, Generation Z