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Abstract

This study aims to examine the effect of a cashless society, social environment, and cognitive dissonance on the consumptive behavior of Generation Z in Surabaya, with self-control as a moderating variable. A quantitative method is employed in this study, involving 100 respondents as the sample. The analytical method applied is PLS-SEM, facilitated by the SmartPLS 4.0 software. The findings indicate that the cashless society, social environment, and cognitive dissonance have an impact on consumptive behavior. Self-control is found to moderate the relationship between the cashless society and cognitive dissonance with the consumptive behavior of Generation Z in Surabaya. However, self control cannot moderate the influence of the social environment on the consumptive behavior of generation Z in Surabaya. These results show that cognitive dissonance experienced by a person can strengthen consumptive behavior as a form of coping mechanism to reduce perceived discomfort. In addition, the results also reveal that the social environment is a dominant factor in encouraging the consumptive behavior of generation Z in Surabaya, even individuals with self control.

Keywords

Cashless Society Social Environment Cognitive Dissonance Consumptive Behavior Self Control

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How to Cite
Rachmasari, S. S., & Wikartika, I. (2025). Analysis of the Consumptive Behavior of Generation Z in Surabaya Moderated by Self Control. Amkop Management Accounting Review (AMAR), 5(1), 325–336. https://doi.org/10.37531/amar.v5i1.2557
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