DEWI, SANDRA (2020) UNDERSTANDING GREEN CONSUMER BEHAVIOR IN DKI JAKARTA USING THE THEORY OF PLANNED BEHAVIOR. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increasing amount of waste in Indonesia has increased significantly since 2014. Consumers are required to be more selective about the use of disposable plastics. Environmental care programs are attitudes taken by the community consciously and sustainably in implementing environmentally-friendly behavior. The effect of increasing the amount of waste is caused by certain factors including attitudes towards the environment, subjective norm, and perceived consumer effectiveness on the ecologically conscious consumer behavior. Therefore, this study was conducted to understand the ecological consumer behavior aware of the use of disposable plastic bags in Jakarta. The population of respondents in this study is ecologically conscious consumer behavior with 105 respondents from consumers in Jakarta. The method using in this research is PLS. The results of this study indicate an effect of attitudes towards the environment, subjective norm, and perceived consumer effectiveness on ecologically conscious consumer behavior in using single-use plastic bags. Keyword: Attitude Towards the Environment, Subjective Norm, Perceived Consumer Effectiveness, Ecologically Conscious Consumer Behavior Peningkatan jumlah sampah di Indonesia meningkat signifikan sejak tahun 2014. Konsumen dituntut untuk lebih selektif dalam menggunakan plastik sekali pakai. Program peduli lingkungan adalah sikap yang diambil oleh masyarakat secara sadar dan berkelanjutan dalam melaksanakan perilaku ramah lingkungan. Pengaruh peningkatan jumlah sampah disebabkan oleh faktor-faktor tertentu antara lain sikap terhadap lingkungan, norma subjektif, dan persepsi efektivitas konsumen terhadap perilaku konsumen yang sadar ekologis. Oleh karena itu, penelitian ini dilakukan untuk mengetahui perilaku konsumen yang sadar ekologis terhadap penggunaan kantong plastik sekali pakai di Jakarta. Populasi responden dalam penelitian ini adalah konsumen yang sadar ekologis perilaku sebanyak 105 responden dari konsumen di Jakarta. Metode yang digunakan dalam penelitian ini adalah PLS. Hasil penelitian ini menunjukkan adanya pengaruh yang signifikan sikap terhadap lingkungan, norma subjektif, dan persepsi efektivitas konsumen terhadap perilaku konsumen yang sadar ekologis dalam menggunakan kantong plastik sekali pakai. Keyword: Attitude Towards the Environment, Subjective Norm, Perceived Consumer Effectiveness, Ecologically Conscious Consumer Behavior
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