Investigation of Factors Influencing Consumer Behavior in Reducing the Use of Single-Use Plastic Bags: An Extended TPB Approach (Study on Superindo FMCG Retail Consumers)

Kusumaningtyas, Raissa Arum (2025) Investigation of Factors Influencing Consumer Behavior in Reducing the Use of Single-Use Plastic Bags: An Extended TPB Approach (Study on Superindo FMCG Retail Consumers). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Polusi plastik masih menjadi masalah lingkungan yang penting, terutama di daerah perkotaan seperti Bandung, Indonesia, di mana kantong plastik sekali pakai berkontribusi secara signifikan terhadap limbah. Untuk mengatasi masalah ini, diperlukan pemahaman yang mendalam tentang perilaku konsumen dalam mengurangi penggunaan kantong plastik. Penelitian ini menyelidiki faktor-faktor yang mempengaruhi perilaku konsumen dalam mengurangi penggunaan kantong plastik sekali pakai dengan menerapkan kerangka kerja Theory of Planned Behavior (TPB) yang diperluas. Penelitian ini mengeksplorasi bagaimana variabel-variabel seperti sikap, norma subjektif, kontrol perilaku yang dirasakan, kenyamanan, dan promosi kebijakan membentuk niat dan tindakan konsumen dalam konteks ini. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui kuesioner online terstruktur yang didistribusikan kepada konsumen ritel FMCG di gerai-gerai Superindo di Bandung. Analisis Structural Equation Modeling (SEM) menunjukkan bahwa sikap, promosi kebijakan, dan niat pengurangan secara signifikan dan positif mempengaruhi pengurangan penggunaan kantong plastik sekali pakai. Namun, norma subjektif, kontrol perilaku yang dirasakan, dan kenyamanan tidak berpengaruh signifikan. Temuan ini bertujuan untuk memberikan wawasan yang berharga bagi para pembuat kebijakan dan peritel FMCG untuk menciptakan strategi dalam mendorong perilaku konsumen yang ramah lingkungan, yang dapat berkontribusi pada tujuan keberlanjutan dan upaya perlindungan lingkungan di Indonesia.
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Plastic pollution remains a critical environmental issue, particularly in urban areas like Bandung, Indonesia, where single-use plastic bags contribute significantly to waste. Addressing this problem requires a deep understanding of consumer behavior towards reducing plastic bag usage. This study investigates factors influencing consumer behavior in reducing single-use plastic bag usage by applying an expanded Theory of Planned Behavior (TPB) framework. The research explores how variables such as attitude, subjective norms, perceived behavioral control, convenience, and policy promotion shape consumer intentions and actions within this context. Using a quantitative approach, data were collected through structured online questionnaires distributed to FMCG retail consumers at Superindo outlets in Bandung. Structural Equation Modeling (SEM) analysis revealed that attitude, policy promotion, and reduction intention significantly and positively affect the reduction of single-use plastic bag usage. However, subjective norms, perceived behavioral control, and convenience were found to have no significant effect. These findings aim to provide valuable insights for policy makers and FMCG retailers to create strategies on encouraging eco-friendly consumer behavior, which can contribute to sustainability goals and environmental protection efforts in Indonesia.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	CB-SEM, Consumer Behaviour, Environmental sustainability, Single-use Plastic Bags, Theory of Planned Behavior (TPB).
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Raissa Arum Kusumaningtyas
Date Deposited:	02 Feb 2025 02:40
Last Modified:	02 Feb 2025 02:40
URI:	http://repository.its.ac.id/id/eprint/117739

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