Abstract

The primary objective of this scholarly article is to scrutinize the impact of egoistic values, biosphere values, and altruistic values on environmentally friendly attitudes, with a particular emphasis on their ramifications for return intentions. The investigation specifically targets millennial consumers in Indonesia who actively employ environmentally friendly bags during their shopping activities. Employing a quantitative research design, the study involved a sample size of 100 participants. The empirical findings indicate that biosphere values and altruistic values exhibit a statistically significant influence on environmentally friendly attitudes. Furthermore, variables associated with green behaviour demonstrate a positive correlation with the intention to reuse. Conversely, the egoistic value variable is found to lack a statistically significant impact on environmentally friendly attitudes. Intriguingly, the variables of egoistic value, biosphere value, and altruistic attitude fail to demonstrate a significant effect on the intention to reuse. Moreover, the mediation analysis reveals that the influence of egoistic values, biosphere values, and altruistic attitudes on the intention to reuse, when mediated by green attitudes in the utilization of eco-bags, is not statistically significant.