The Influence of Education, Consumer Awareness, and Government Regulation on Sustainable Consumption Behavior: A Case Study on Ciawitali Market in Garut Regency

ABSTRACT


INTRODUCTION
Sustainable consumption behavior has become crucial in the current era of global concern for environmental sustainability and responsible resource use [1]- [3].The complex relationship between individual choices and their broader social and ecological impacts has brought sustainable consumption to the forefront of contemporary discourse [4]- [8].Governments and organizations are developing strategies to promote sustainable consumer behavior and minimize negative environmental impacts.Factors such as environmental risk perception, environmental knowledge, social pressure, and health consciousness influence sustainable behavior intention and ultimately lead to sustainable consumption behavior.The context in which individuals make choices, including societal infrastructure, regulation, and information availability, also plays a significant role in shaping sustainable Vol. 1, No. 03, March 2023: pp.109-119 consumption patterns.It is essential to consider the economic, environmental, and social dimensions of sustainability when addressing sustainable consumption behavior [2], [9], [10].Furthermore, the prevailing neoliberal economic model and socio-cultural conventions in developing countries pose challenges to achieving sustainable consumption.
The study aims to uncover the complex dynamics that influence sustainable consumption behavior in a unique context in Indonesia, specifically in Ciawitali Market located in Garut Regency.The research conducted by Yudawisastra et al. [11] examines the influence of green products on sustainable tourism through green marketing in Garut, West Java, Indonesia.They found that green products affect sustainable tourism through green marketing as an intervening variable.
Additionally, Masnita and Kurniawati [12] investigate factors influencing consumer green purchase behavior towards sustainable fashion brands in Indonesia.They found that environmental knowledge, eco-label, environmental advertisement, and green trust positively influence green purchase behavior.These studies provide insights into the factors that shape sustainable consumption behavior in Indonesia, which can be applied to understand the dynamics in Ciawitali Market in Garut Regency.
Ciawitali Market, a symbol of local economic activity, embodies the convergence of diverse consumer behaviors within a specific regional and cultural environment.Garut Regency's agriculture sector has a significant impact on the region's GDP, making it an interesting background for investigating factors that shape consumers' decisions towards sustainability [13].Understanding the obstacles faced by business actors in Garut Regency, such as lack of capital and difficulty in marketing products, is essential for designing effective strategies aligned with global sustainability goals [14].The rapid development of trade technology in Indonesia exposes consumers to potential exploitation during purchasing, highlighting the need to enhance consumer empowerment in Central Bangka Regency [15].The rapid growth of retail businesses, including retail franchises, in Gianyar Regency is driven by the high number of buyers, making it crucial to study the factors influencing impulse buying behavior [16].To achieve desired growth and development in Ponorogo Regency, a strategy focusing on infrastructure, tourism, and sustainable agribusiness is recommended [17].
The primary aim of this research is to examine the diverse impacts of government regulations, consumer awareness, and education on sustainable consumption behavior in the Ciawitali Market.This study aims to contribute empirical insights to the wider academic discourse on sustainable consumption and the local comprehension of consumer choices through the implementation of quantitative analysis.(

Sustainable Consumption Behavior
Sustainable consumption behavior is a conscientious choice that balances personal needs with the broader environmental and societal impacts of consumption.It is Vol. 1, No. 03, March 2023: pp.109-119 important to understand the factors influencing sustainable consumption in order to inform policies and interventions [4], [5], [18]- [20].Scholars emphasize the need for empirical research in this area.The studies mentioned in the abstracts highlight various determinants of sustainable consumption behavior, including knowledge, personal image, word-of-mouth, environmental risk perception, social pressure, health consciousness, environmental attitudes, and environmental concerns.These factors contribute to individuals' intention to engage in sustainable behavior, ultimately leading to sustainable consumption.The research findings provide insights into the promotion of sustainable consumption, the role of environmental knowledge, and the importance of tailored interventions for different areas of consumption.Overall, sustainable consumption behavior is a complex phenomenon that requires a holistic approach, considering economic, environmental, and social dimensions.

Education and Sustainable Consumption
Education plays an important role in shaping sustainable consumption behavior, as higher levels of education are associated with greater awareness of environmental issues and a tendency to adopt sustainable practices [21]- [23].Incorporating sustainable consumption education into teacher training is a priority, as this can lead to developing students' awareness of environmental issues and encourage lifestyle changes [24].Students who receive environmental education are more likely to have pro-environmental intentions and engage in sustainable practices [25].In addition, education for sustainability is seen as a very important tool in this decade, with higher education institutions playing an important role in promoting sustainability through teaching, training, research and development [3], [26], [27].Overall, education is a very important determinant in shaping sustainable consumption behavior, as it increases environmental knowledge, awareness of climate change, and attitudes towards the environment, leading to pro-environmental intentions and sustainable practices.Studies show that educated individuals tend to make more informed choices, taking into account the long-term consequences of their consumption patterns.Therefore, assessing the educational background of consumers in Ciawitali Market is important to understand the potential influence of education on sustainable consumption.

Consumer Awareness and Sustainable Consumption
Consumer awareness plays a crucial role in encouraging sustainable consumption behavior [28], [29].Informed consumers who are aware of the environmental and social consequences of their choices are more likely to choose sustainable products and practices [30].Sustainable mindful consumption, supported by consumer networks, can overcome barriers to sustainable consumption and promote mindful behavior, health, and well-being [31].Gen-Z consumers in China are actively engaged in sustainable fashion consumption, valuing classic design, high quality, and sustainability knowledge [32].The behavior of consumers in the Kurdistan region of Iraq highlights critical barriers to sustainable fashion consumption, which can be mitigated through appropriate strategies.Consumer neuroscience research is gaining ground and can contribute to promoting sustainable consumption, with studies focusing on decision-making, emotion-specific brain regions, and optimization models.The literature underscores the role of awareness campaigns, information dissemination, and accessibility of information in influencing consumer choices.Evaluating the level of awareness among Ciawitali Market consumers becomes crucial to understanding the foundation upon which sustainable consumption behavior can be cultivated.

Government Regulation and Sustainable Consumption
Government regulations play a crucial role in shaping consumption patterns and promoting sustainable practices.The impact of these regulations on sustainable consumption depends not only on the strictness of the rules but also on their enforcement and the level of public awareness [33], [34].Effective policies can incentivize sustainable behavior and discourage environmentally detrimental practices.For instance, subsidies provided by the government can encourage remanufacturing and environmental protection, leading to a triple win for enterprises, the environment, and consumers [35].However, fluctuations in environmental regulations may hinder investment decisions by reducing expected profits, highlighting the need for stable and consistent regulatory frameworks [36].Additionally, the effectiveness of environmental regulation can be influenced by factors such as the severity of punishment and the political connections of regulated enterprises [37].To optimize government environmental regulation, it is important to consider the balance between promoting economic growth and protecting the ecological environment, while also ensuring effective enforcement and public engagement.Therefore, analyzing the effectiveness of existing government regulations in Ciawitali Market provides insights into the potential regulatory levers for promoting sustainable consumption.

Gaps in Current Research
While the existing literature provides valuable insights into the individual components of sustainable consumption behavior, there is a noticeable gap in research that holistically examines the interplay between education, consumer awareness, government regulation, and actual consumption behavior, especially within localized markets such as Ciawitali.Bridging this gap is imperative for the development of targeted and effective strategies that address the unique challenges and opportunities presented by local contexts.

METHODS
This study adopts a quantitative research design to examine the relationship between education, consumer awareness, government regulations, and sustainable consumption behavior in Ciawitali Market, Garut Regency.A structured survey approach will be used to collect data from a sample of 195 consumers.The use of Structural Equation Modeling (SEM) with Partial Least Squares (PLS) analysis will facilitate a comprehensive understanding of the interdependencies among variables.

Sampling Procedure
A random sampling method will be used to select 195 participants from the consumer population of Ciawitali Market.This sample size was determined with a 95% confidence level and a margin of error set at 5%.The aim is to ensure a diverse and representative sample that can capture the variability in education level, awareness, and sustainable consumption behavior in the market.

Survey Instrument
The survey instrument consisted of structured questions designed to collect information on: a. Demographic details: Age, gender, income level, etc. b.Educational background: Highest level of education attained.c.Consumer awareness: Questions that assess the level of awareness of sustainable consumption practices.d.Government regulations: Perceptions of the effectiveness of existing regulations in promoting sustainable behavior.

e. Sustainable consumption behavior:
Behavior patterns related to environmentally friendly choices in the context of Ciawitali Market.The survey will use a Likert scale for responses, which allows for a quantitative assessment of participants' attitudes and behaviors.

Data Collection
The survey is conducted in person at Ciawitali Market to ensure a direct and diverse representation of the consumer population.
Trained researchers will distribute and collect the surveys, as well as provide clarifications where necessary.The data collection process will be conducted Vol. 1, No. 03, March 2023: pp.109-119 ethically, ensuring informed consent and confidentiality.

Data Analysis
The collected data will be analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) analysis.SEM-PLS is a powerful statistical technique that allows for the simultaneous examination of measurement and structural models, making it well suited to the multidimensional nature of this study.This technique accommodates small sample sizes and is particularly effective when dealing with latent constructs.The structural model will determine the relationship between education, consumer awareness, government regulations, and sustainable consumption behavior.The measurement model will assess the validity and reliability of the constructs.Hypotheses derived from the literature review will be tested using SEM-PLS to determine the strength and significance of the relationships between variables.This will provide insight into the direct and indirect effects of education, consumer awareness, and government regulations on sustainable consumption behavior.Model fit will be evaluated through various indices, including goodness-of-fit index (GoF), normed fit index (NFI), and standardized root mean square residual (SRMR).These indices will assess how well the model fits the observed data.

Descriptive Statistics
The sample characteristics of the participants in the study are as follows: The sample consists of 195 participants with an average age of 35.2 years, ranging from 18 to 65.The gender distribution is relatively balanced, with 51% male and 49% female participants.In terms of education levels, 25% have completed primary education, 40% have completed secondary education, and 35% have completed tertiary education.On average, participants rated their consumer awareness at 3.8 on a scale of 1 to 5. Participants perceived government regulations as moderately effective in promoting sustainable behavior, with a mean score of 3.5 on a scale of 1 to 5. The average score for sustainable consumption behavior was 5.2 on a scale of 1 to 7.

Measurement Model Evaluation
The validity and reliability of the latent constructs were assessed through factor loadings, composite reliability, and average variance extracted (AVE): Consumer Awareness is moderately positively correlated with Education (r = 0.732).This suggests that as education levels increase, consumer awareness of sustainable practices tends to rise.Consumer Awareness is strongly positively correlated with Government Regulation (r = 0.823).This implies that consumers who are more aware of sustainable practices are likely to perceive government regulations as effective in promoting sustainability.Consumer Awareness is moderately positively correlated with Sustainable Consumption Behavior (r = 0.644).This suggests that consumers with higher awareness levels are more likely to engage in sustainable consumption practices.Education is moderately positively correlated with Government Regulation (r = 0.714).This indicates that individuals with higher education levels tend to perceive government regulations as more effective in promoting sustainability.Education is moderately positively correlated with Sustainable Consumption Behavior (r = 0.653).This suggests that higher levels of education are associated with a higher likelihood of engaging in sustainable consumption behavior.Government Regulation is strongly positively correlated with Sustainable Consumption Behavior (r = 0.759).This implies that consumers who perceive government regulations as effective are more likely to exhibit sustainable consumption behavior.Overall, Sustainable Consumption Behavior exhibits positive correlations with Consumer Awareness, Education, and positive perceptions of Government Regulation, with varying strengths.

Structural Model Analysis
The structural model reveals the strength and significance of the relationships between education, consumer awareness, government regulation, and sustainable consumption behavior.The results of the hypothesis analysis show that there is a significant relationship between the predictor variables (Consumer Awareness, Education, Government Regulation) and the outcome variable (Sustainable Consumption Behavior).Consumer awareness has a statistically significant positive effect on sustainable consumption behavior.Education also has a statistically significant positive effect on Sustainable Consumption Behavior.Government Regulation showed a strong and highly significant positive relationship with Sustainable Consumption Behavior.These findings suggest that consumers with higher levels of awareness, higher levels of education, and perceptions of effective government regulations are more likely to engage in sustainable consumption behavior.Behavior is explained by the model.This reinforces the idea that the chosen predictors are relevant and collectively contribute significantly to explaining the observed variance.

Model Fit Assessment
The overall fit of the SEM-PLS model is assessed through goodness-of-fit indices.The GoF, NFI, and SRMR values will be examined to determine how well the proposed model aligns with the observed data.

DISCUSSION
The results of this study confirm the importance of education, consumer awareness, and government regulations in influencing sustainable consumption behavior in Ciawitali Market.The positive relationships found between education and consumer awareness [38], consumer awareness and sustainable consumption [29], government regulations and consumer awareness [39], and government regulations and sustainable consumption behavior [40], underscore the interconnectedness between these factors.Consumer education significantly strengthens consumer protection laws by empowering consumers to make informed decisions about their purchases and increasing their awareness of their legal rights [41].Sustainable wise consumption has a positive impact on the environment and people's health and well-being.Policy interventions, such as eco-labeling and educational policies, can increase sustainable actions and support sustainable fashion consumption.
In addition, consumer awareness of sustainable fashion has increased over time, with consumers showing increased awareness of specific criteria such as Recycled, Vintage and Organic.These findings highlight the importance of education, awareness, and government regulations in promoting sustainable consumption behavior.
These findings imply that targeted education initiatives can increase consumer awareness, which in turn encourages sustainable consumption behavior.Moreover, effective government regulations play an important role in shaping consumer awareness and behavior.Policy makers and market stakeholders can utilize these insights to design interventions that promote sustainability in the specific context of Ciawitali Market.Targeted educational initiatives can increase consumer awareness, leading to sustainable consumption behavior [42].In addition, effective government regulations play an important role in shaping consumer awareness and behavior [38].

Implications and Recommendations
These findings have practical implications for policymakers, educators, and market stakeholders: 1. Policymakers can use these insights to design effective regulations that encourage sustainable practices.2. Educators can tailor educational programs to enhance consumer awareness and drive sustainable behaviors.

Market stakeholders can leverage
these results to implement targeted initiatives that align with the specific needs of Ciawitali Market.

Limitations and Future Research
While valuable, this study has limitations.The findings are context-specific to Ciawitali Market, and caution should be exercised when generalizing to other regions.Future research could explore broader market contexts for a more comprehensive understanding.

CONCLUSION
In conclusion, this study sheds light on the multifaceted dynamics influencing sustainable consumption behavior in Ciawitali Market.The positive relationships uncovered between education, consumer awareness, government regulation, and sustainable consumption behavior underscore the interconnectedness of these factors in promoting sustainable practices.The findings emphasize the pivotal roles of education and informed consumers in driving sustainability, along with the effectiveness of government regulations in shaping behavior.The study's implications extend to policymakers, educators, and market stakeholders, providing actionable insights for the design and implementation of initiatives that align with the specific needs of Ciawitali Market.While acknowledging context-specific nuances, these findings contribute to the broader discourse on sustainable consumption and offer a foundation for future research in diverse market contexts.

Figure 1 .
Figure 1.Internal Research Model4.3Structural Model AnalysisThe structural model reveals the strength and significance of the relationships

Table 1 .
Validity and Reliability Questionnaire

Table 2 .
The Acceptability of Discrimination