USAGE INTENTION OF INDONESIAN GENERATION Z TOWARDS RETURNABLE CONTAINER
This research aims to study the intention to use returnable container by Indonesian generation z’s college students. With the help of the grand theory on human behavior, Theory of Planned Behavior is used as the core framework of this research to predict the intention. This study helps to find the...
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| Main Author: | |
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/49530 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This research aims to study the intention to use returnable container by Indonesian generation z’s
college students. With the help of the grand theory on human behavior, Theory of Planned Behavior is used
as the core framework of this research to predict the intention. This study helps to find the answer on the
most influential factor that affects the motivation to use, along with whether the returnable container can
be applied in sustainable businesses. SEM-PLS method was used to evaluate the relationships among the
constructs within this study. The amount of valid and reliable 230 respondents were generated via online
questionnaire survey with judgement sampling approach. The result generated shows that Indonesian
Generation Z indeed has the intention to use returnable container, but it is stronger if environmental factor
is in the equation. Such as environmental concern and knowledge. And that environmental concern is better
equip with the environmental knowledge to catalyze and strenghthen the usage intention thus performance.
The expectation of this research finding is to give insights and recommendation to marketer, policy maker,
and researcher for fututre research regarding non-single-use packaging, specifically returnable container |
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