Collectivist Culture and Emotional Branding in Shaping Sustainable Consumption of Public Services

Cynthia Ayu Manggarani; Fikri  Hizryan; Rr Roes Olivia Rili  Asmarani

doi:10.71435/742579

Authors

Cynthia Ayu Manggarani Management Study Program, Faculty of Economics and Business, Universitas Terbuka
Fikri Hizryan Management Study Program, Faculty of Economics and Business, Universitas Terbuka
Rr Roes Olivia Rili Asmarani Management Study Program, Faculty of Economics and Business, Universitas Terbuka

DOI:

https://doi.org/10.71435/742579

Keywords:

Marketing, Sustainability, Public Service, Culture

Abstract

Sustainable consumption is a strategic issue in achieving sustainable development, particularly by reducing environmental degradation caused by human activities. It encompasses not only the purchase of environmentally friendly products but also the responsible use of public services and resources, including energy, clean water, waste-management services, and environmental facilities. Irresponsible use of these services contributes significantly to ecological pressures and declining quality of life, making behavioral change in the public sector essential. Previous marketing and consumer behavior studies have primarily explained sustainable consumption through rational–cognitive approaches that emphasize environmental awareness and perceived benefits. However, empirical evidence indicates that greater awareness and understanding do not necessarily lead to consistent behavioral change, particularly when public-service consumption is routine and collective. This highlights the limitations of rational approaches in explaining sustained consumption behavior. To address this limitation, the present study integrates an effective approach through emotional branding and local cultural values as emotional and normative foundations for sustainable consumption. It focuses on public-service use in Yogyakarta, a region strongly characterized by collectivist values such as gotong royong (mutual cooperation) and tepo seliro (consideration for others). The study employs a mixed-methods design involving surveys, in-depth interviews, and focus group discussions. Quantitative data will be analyzed using Structural Equation Modeling, while qualitative data will undergo thematic analysis. Theoretically, the study extends sustainable-marketing literature by positioning the public sector and local culture as central contexts. Practically, it provides strategic recommendations for policymakers and public-service administrators to develop culturally grounded, contextual, and effective sustainability communication strategies.

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