USAGE INTENTION OF INDONESIAN GENERATION Z TOWARDS RETURNABLE CONTAINER

• Main Author: Dahlia Firdaus, Albriancy
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49530
• Institution: Institut Teknologi Bandung

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