RESEARCH ANALYSIS OF GREEN PURCHASING INTENTION BEHAVIOR IN BANDUNG

• Main Author: Farrah Hanoum, Annisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46698
• Institution: Institut Teknologi Bandung

Today, Indonesia is an emerging middle-income country that has reached the level of 16th largest economy in the world and fourth most populous nation. Current economic progress is increasingly threatened by the risks of environmental degradation and rising resource scarcity, societal inequality, and the impacts of global climate change. Around 85,000 tons of waste are produced every day in Indonesia as a result of increased material consumption, and is expected to continue to increase to 150,000 tons by 2025. Household waste has the largest portion of 40% of the total volume of waste, this needs to be balanced by reducing the rate household waste generation. (World Bank Group, 2018) The waste management is the responsibility of many stakeholders, ranging from government, private sectors and households. Generally there are two critical step of waste management; the first is pre-generation which focused on how waste is produced that leads to the amount of waste to be managed and the second is post-generation which focused on how the waste is being managed to minimized the environmental impact. Actions should be taken by each stakeholder for every step to overcome the high volume of waste. This study focuses on the first step which is waste generation sourced from households as consumers. So the consumer behavior is the key to tackle the first step of issue from the household which holds 40% of waste generation This consumer behavior in purchasing and consuming needs a transitions towards sustanainable consumption and everyone should be engaged and informed on the opportunity to act in sustainably in the form of daily purchasing and consumption behavior. We need to ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature. Green purchasing intention behavior can reduce the volume of consumption both from the utilization of material to be consumed, reducing the use of packaging material, the use of fuel emissions and reducing the use of materials that are harmful to the environmental balance that is applied. Several social movements in ecologically conscious behavior have started such as zero-plastic and zero-waste movements. However, these social movements is still of a low importance in Indonesia. The focus of this study is to conduct an empirical overview of green purchasing intention behavior in Bandung – Indonesia through quantitative and qualitative regarding the hypothesis that 6 psychographic variables that are Environmental concern, Price, Perceived consumer effectiveness, Government role, Organizational role and Reference Role all have positive correlations to the Green purchasing behavior intention in Bandung. The research findings posit the social cognitive theory which believes that respondents as the individual has associated to certain group of individuals and are willing to share the same identity with others. Government, in this case, is the strongest influence to bring out the Green purchasing intention behavior in Bandung, followed by Organization role and reference role.