THE EFFECT OF AWARENESS, ENVIRONMENTAL ORIENTATION, SOCIAL NORMS ON ATTITUDE TOWARDS SUSTAINABLE RESOURCE: THE CASE OF DALUANG PAPER

• Main Author: Luh Putu Pasda Swari, Ni
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64532
• Institution: Institut Teknologi Bandung

With the topic of Sustainable Consumption and Production developing in the world, Indonesia has also begun to implement this movement. One of them is by starting to develop its potential regarding sustainable resources to replace hazardous materials that damage the environment. The development of this sustainable resource potential was managed to achieve in several regions of Indonesia, especially by using daluang paper as a product of sustainable resources used as an alternative for calligraphy artists for vinyl print media. Daluang paper is an Indonesian cultural paper which is also an important instrument in the "Ngaben" traditional ceremony in Bali. Because of this, daluang paper is considered to have cultural proximity with people who live in Bali. Previous research on sustainable resources found that awareness, environmental orientation, and social norms are factors that can influence the attitude of sustainable resources. In this research the researcher will examine the attitudes of individuals with sustainable resources that have cultural proximity that will be represented by social norm variables. This study successfully collected data using online questionnaire, reaching 353 total respondents from Bali, Bandung, Jakarta, Surabaya and Yogyakarta. That will be divided into two groups of the population, based on the attitude of the respondent towards daluang paper and the domicile of the respondent. Purposive sampling analysis is performed for the technical analyzes. Measuring and analyzing the data will use PLS-SEM as an alternative to multiple regression and will examine the hypothesis proposed. The analysis result showed that the variables of awareness, environmental orientation and social norms had a positive influence on the attitude toward sustainable resources. Environmental orientation exhibited significantly higher levels of attitude toward sustainable resource. When comparing two groups of respondents based on domicile (Bali and Non-Bali Groups), the results show that cultural proximity has an influence on the shaping of individual attitudes towards sustainable resources for sustainable resources that have cultural proximity. Limitation of this research is the sample size which might not be indicative of generalizing daluang paper findings, and also research is only limited to daluang paper as a sustainable resource in Bali which has cultural proximity.