UNAIR NEWS – The planet’s worsening condition continues to demand global attention. From climate change and deforestation to pollution, coral reef destruction, and species extinction, these environmental crises underscore the urgent need for collective action. One key solution lies in encouraging more sustainable consumption habits.
Professor Dr. Gancar Premananto, SE, MSi, CDM, CCC, CI, QCRO, AIBIZ, of Universitas Airlangga’s Faculty of Economics and Business (FEB) addressed these pressing issues during his inauguration as a full professor on Wednesday (May 28, 2025) at the Garuda Mukti Hall, MERR-C Campus. His inaugural oration was titled Transformational and Spiritual Marketing as Solution to Sustainable Consumer Behavior.
In his address, Prof. Premananto emphasized the vital role of younger generations in adopting sustainable consumption behaviors (SCB). “Sustainable consumer behavior involves not just fulfilling personal needs through products and services, but also considering long-term quality of life by reducing the use of harmful materials and pollutants to protect future generations,” he explained.
Using Extended Theory of Planned Behavior
Prof. Premananto suggested that SCB can be cultivated through the Extended Theory of Planned Behavior (Extended TPB), a framework used to examine whether environmental concern is influenced by individual values or social dynamics. The model includes fostering positive attitudes through spiritual elements in marketing.
He noted that education and spiritual teachings can help instill environmental responsibility. The Department of Management at FEB UNAIR has integrated this approach into its academic curriculum through specific courses.
“We’ve also shared spiritual messages through publications and community outreach,” said Prof. Premananto. “For example, we’ve collaborated with Suara Muslim Radio to promote spiritual management and marketing practices rooted in religious teachings for both marketers and consumers.”
Extended TPB also emphasizes the importance of engaging businesses and NGOs in adopting transformative marketing strategies that reflect current societal shifts. Prof. Premananto highlighted that today’s youth often experience FoMO—the fear of missing out—and this tendency should be leveraged to promote sustainable, eco-friendly lifestyles.
Embracing YONO mindset
He also introduced the YONO lifestyle, which stands for You Only Need One, encouraging thoughtful and intentional consumption. “YONO represents a way of life rooted in mindful decision-making. This principle is reflected in Surah Al-Hasyr, verse 18, which urges us to think not only of this life, but also of the future,” he noted.
Prof. Premananto concluded by calling on the education system to play a leading role in promoting the YONO lifestyle. “As educators and scholars—especially here at UNAIR—it is our duty to guide millennials and future generations in reshaping the world for the better,” he affirmed.
Author: Selly Imeldha
Editor: Khefti Al Mawalia
