Industrial Psychology as the Foundation of Environmentally Friendly Behavior: Integrating Sustainability Values into Organizational Work Culture

Penulis

  • Khowanas Saeed Qader College of Administration and Economics, Lebanese French University, Kurdistan Region, Erbil, Iraq Penulis
  • Didit Darmawan Universitas Sunan Giri Surabaya Penulis

Abstrak

This study aims to examine the effect of lifestyle, ease of application use, and trust in digital platforms on the online shopping behavior of university students in Surabaya. The research employed a quantitative method with an explanatory survey approach. The sample consisted of 100 university students in Surabaya selected using purposive sampling. Data were collected through an online questionnaire based on a Likert scale. The results show that, simultaneously, the three independent variables have a significant effect on online shopping behavior, with a contribution of 51.2 percent. Partially, lifestyle, ease of application use, and trust in digital platforms each have a positive and significant effect. Ease of application use was found to be the variable with the most dominant contribution. These findings indicate that an easy and comfortable user experience is the most important factor in driving university students’ online shopping behavior. The managerial implications of this study are that e-commerce application developers must prioritize improving ease of application use, marketers need to formulate strategies aligned with students’ digital lifestyle, and platforms need to continuously build trust through transparent security systems and reputation.

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Diterbitkan

2026-06-24

Cara Mengutip

Qader, K. S., & Darmawan, D. (2026). Industrial Psychology as the Foundation of Environmentally Friendly Behavior: Integrating Sustainability Values into Organizational Work Culture. JIPO : Journal of Industrial and Organizational Psychology, 2(1), 39-48. https://jipojournals.id/index.php/jipo/article/view/24