Improving the green behavior of millennials at HEIs: green transformational leadership and digital green campaign on green thinking in Indonesia

Abstract

This study explores the role of green transformational leadership (GTL) and digital green campaign (DGC) in promoting green thinking (GT) and green behavior (GB) among millennials in Higher Education Institutes (HEIs) in Indonesia. Data was collected using questionnaires from students of various semesters, levels, and study programs. The data was analyzed using statistical software and thematic analysis. Findings. The study reveals that green transformational leadership has a positive influence on green thinking that affects green behavior, correspondingly, digital green campaigns have a positive influence on green thinking and green behavior. Furthermore, the study also discovered that green thinking acts as a mediator in the relationship between green transformational leadership and green digital campaigns with green behavior. Thus, students should be strongly encouraged to embrace a 'think green' mindset through transformative leadership and engaging digital crusades, fostering an increase in their environmentally friendly behaviors. Uniqueness. This study has made significant contributions to both theoretical and practical implications useful in inspiring millennial students to act toward environmental conservation and promoting a shared vision of a sustainable future.