THE APPLICATION OF THEORY OF PLANNED BEHAVIOR ON PREDICTING CONSUMERS USAGE BEHAVIOR TOWARDS STAINLESS STRAWS PRODUCT IN INDONESIA

• Main Author: Afini Maulana, Mahbub
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64489
• Institution: Institut Teknologi Bandung

More than ninety-three million plastic straws are estimated used daily by Indonesians. Its disposable nature and difficult to decompose, make plastic straws dangerous for the environment. In recent years, one of the efforts to reduce the use of plastic straws is by using stainless straws as the alternative that is widely done by individuals as a participation in protecting the environment. This research aims to study the consumers' behavior in the stainless straws usage in Indonesia and using Theory of Planned Behavior (TPB) as the framework to predict how the intention is formed. This study confirms whether environmental concern becomes the main reason that makes consumers use a stainless straws. PLS-SEM was used to evaluate the relationship between construct researched. Data from 370 valid respondents collected from an online questionnaire using the judgment sampling approach. The result shows that consumer intention to use stainless straws affected by the attitude of using a stainless straws (20.5%), subjective norm (11.1%), perceived behavioral control (7.7%), and perceived value as the most influential factor (57.5%). The environmental concern of the consumers does not directly affect the intention but instead has an indirect influence. The original and the extended model of TPB explain behavioral intention as much as 54.9% and 71%, respectively. The findings of this research are expected can give insight to the stainless straws marketer in formulating their marketing strategy and to the other businesses which offer other kinds of similar product characteristics.