Exploring green lifestyles is an interesting subject. Given the increase of awareness among global customers worldwide, investigating green lifestyle dimensions is a challenging task, particularly in a developing country like Indonesia. The purpose of this paper is to identify the green lifestyle among Indonesians by using lifestyle patterns. The dimensions applied for this study use the nine-dimension green lifestyle from Arminda do Pac¸o & Ma´rio Raposo (2008:371). These are environmentally friendly buying behavior, environmental activism, environmental knowledge, environmental concern, recycling, perceived consumer effectiveness, resource saving, economic factor, and scepticism towards environmental claims. As an exploratory study, it uses a stratified random sampling with a judgmental sampling in determining the objects to collect data. The data are collected from fourteen universities' students and various institutions' employees in Bandung through self- administered questionnaires using face- o-face and online data collection. A total 240 respondents are randomly contacted or intercepted at their campuses, workplaces, homes, or streets and asked to complete the questionnaire at their most convenient time. Arrangements are then made to pick up the completed questionnaires at a specified time, generally one or two days later. A 27-item table to measure green lifestyle developed for this study shows the result of the validity and reliability. Content validity is applied and those validity tests show a score above 0.30, which is considered a valid item. Overall Cronbach alpha coefficient is calculated. The result is 0.927 and is considered a reasonably high reliability coefficient. Based on this, it can be assumed that all 27 items used measure the construct (green lifestyle). Survey findings indicate that the nine green lifestyle dimensions among the Indonesian consumers are appropriate dimensions. The findings provide some implications to marketers currently examining the behavior of Indonesian consumers who have an awareness towards green issues. Further research using the same methodologies should be conducted in other cities in Indonesia to verify the findings found in this study.
