Nurcholis Sunuyeko, Muhammad Eid Balbaa, Indry Aristianto Pradipta, Aulia Luqman Aziz, Petra Heidler
This study examines how psychosocial and environmental factors shape gender identity within the sandwich generation in Indonesia, with particular attention to the mediating role of social media. Positioned within the broader agenda of gender equality under Sustainable Development Goal 5 (SDG 5), the research addresses a demographic group that simultaneously carries intergenerational responsibilities while navigating evolving social norms. A survey was conducted among 437 individuals aged 30–45 in Jakarta and Surabaya. Structural equation modelling (SEM) was employed to analyse the relationships among self-esteem, social anxiety, peer influence, social support, and social media use in shaping gender identity. The results indicate that peer influence is the strongest predictor, followed by social media engagement, self-esteem, and perceived social support. Social media plays a significant mediating role, reinforcing both positive identity formation and exposure to normative pressures. The findings highlight that gender identity formation in this group cannot be understood solely as an individual psychological process, but rather as a socially embedded phenomenon shaped by digital interaction and relational contexts. From a sustainable development perspective, the results suggest that policy interventions aimed at gender equality should extend beyond traditional institutional approaches to include digital environments and community-based support systems. By situating gender identity within a sustainability framework, this study contributes to a more integrated understanding of how social, technological, and interpersonal dynamics interact in shaping inclusive and resilient societies. Copyright: © 2026 The authors. This article is published by IIETA and is licensed under the CC BY 4.0 license (http://creativecommons.org/licenses/by/4.0/).
History and Sociology Education, Universitas Insan Budi Utomo, Malang, 65126, Indonesia; Department of World Economy, Tashkent State University of Economics, Tashkent, 100066, Uzbekistan; Global Business Marketing, BINUS Business School, Bina Nusantara University, Jakarta, 11480, Indonesia; Faculty of Administrative Science, Brawijaya University, Malang, 65145, Indonesia; Institute International Trade and Sustainable Economy, IMC University of Applied Sciences, Krems, 3500, Austria
