Perilaku Konsumen terhadap Penggunaan Kantong Plastik dan Tas Kain di Area Jabodetabek
Abstract
Penelitian bertujuan untuk menguji Theory of Planned Behavior dalam konteks keinginan individu dalam mengurangi penggunaan kantong plastik, yaitu hubungan antara kesadaraan lingkungan, tekanan sosial, dan dukungan pelarangan penggunaan kantong plastik terhadap keinginan menggunakan tas
kain (tote bag) oleh individu yang tinggal dan pernah berbelanja supermarket di wilayah Jabodetabek. Tiga variabel yang mempengaruhi keinginan individu dalam menggunakan tas kain adalah, kesadaran lingkungan, tekanan sosial, dukungan terhadap pengurangan penggunaan kantong plastik. Kemudian
pengaruh keinginan individu dalam menggunakan tas kain terhadap perilaku atau kebiasaan dalam mengurangi penggunaan kantong plastik. Kuesioner dilakukan dengan metode kuantitatif dan diadaptasi dari penelitian sebelumnya. Kuesioner diberikan kepada responden yang berada di wilayah Jabodetabek.
Sebanyak 315 kuesioner terkumpul, kemudian dilakukan analisis menggunakan analisa regresi berganda untuk menguji kesadaran lingkungan, tekanan sosial, dukungan larangan penggunaan kantong plastik terhadap keinginan menggunakan kantong kain, serta pengaruhnya terhadap perilaku dalam mengurangi
penggunaan kantong plastik di Jabodetabek. Kesadaran lingkungan, tekanan sosial, dukungan larangan penggunaan kantong plastik terbukti berpengaruh terhadap keinginan dalam menggunakan tas kain. Sementara keinginan dalam menggunakan tas kain berpengaruh signifikan terhadap perilaku dalam
mengurangi penggunaan kantong plastik di Jabodetabek
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