DRIVING MASSTIGE CONSUMPTION: THE ROLE OF PRO-ENVIRONMENTAL BEHAVIOR AND ENVIRONMENTAL LOCUS OF CONTROL AMONG MIDDLE-CLASS CONSUMERS IN BANYUMAS

Abstract

The increasing demand for sustainable consumption has encouraged consumers to consider not only functional and symbolic values but also environmental responsibility in their purchasing decisions. This study investigates the influence of pro-environmental behavior and environmental locus of control on masstige marketing among middle-class consumers in Banyumas, Indonesia. Drawing upon sustainable consumption and consumer behavior perspectives, this study examines how environmental-related psychological factors shape consumers’ perceptions of accessible prestige products that integrate sustainability attributes. A quantitative research approach was employed using survey data collected from 100 middle-class consumers who had purchased masstige products within the previous six months. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that environmental locus of control has a positive and significant effect on masstige marketing, demonstrating that consumers who believe their individual actions can contribute to environmental improvement tend to respond more positively to sustainable prestige-oriented products. Furthermore, pro-environmental behavior also positively influences masstige marketing, suggesting that environmentally responsible lifestyles enhance consumers’ preferences toward products combining prestige, accessibility, and sustainability. This study contributes to the sustainable marketing literature by highlighting the role of psychological environmental factors in shaping masstige consumption patterns, particularly in an emerging market context. The findings provide practical implications for marketers in developing sustainable masstige strategies aligned with middle-class consumers’ environmental values.