Dyah SUGANDINI Primary Author Mohamad Irhas EFFENDI Additional Author THAMRIN Primary Author Unggul PRIYADI Primary Author MUAFI Additional Author

Conservation behaviour is a topic that always evolving in the study of the consumerism behaviour. Conservation behaviour is behaviour that leads to consume products that protect nature, leading to environmental conservation efforts while concerning the benefits that can be gained in the present and future in sustainable. The purpose of this study was to analyze the causal factors of conservation behavior in the term of internal consumer aspect. Research is conducted on the community located in the Yogyakarta Province, Indonesia which consists of 5 districts. The analysis unit in this study is individual. Data are collected from respondents who are shopping in supermarkets and shopping centre in five districts in Yogyakarta Province. The number of samples of each district is 60 people, but the lack of questionnaires of 268 respondents. Statistical technique is using AMOS. The result explains that there is a significant positive effect of; (1) environmental knowledge (EK) on awareness of consequences (AOC); (2) environmental knowledge (EK) on environmental attitudes (EA); (3) awareness of consequences (AOC) on personal norm (PN); (4) personal norms (PN) on conservation behaviour (CB) and (5) environmental behaviour (EA) on conservation behaviour (CB)