BEHAVIORAL STUDY OF GENERATION Z ON PLASTIC PACKAGING WASTE MANAGEMENT FOR BEAUTY PRODUCTS IN BANDUNG

• Main Author: Mutiara Ramadhani, Tsabita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65451
• Institution: Institut Teknologi Bandung

Beauty industry market in Indonesia show a positive trend and are predicted to grow until 2035. The demand for beauty products during COVID-19 is also increasing. West Java is the province that have the most cosmetics industry in Indonesia. Bandung as the capital city of West Java has the potential to grow. However, most of beauty product packaging made of single use plastic which is difficult to recycle. The percentage in recycling plastic packaging waste for beauty products has only reached 14%. Generation Z spend most of their money for buying beauty products. In addition, Generation Z is considered to have an environmental responsibility. Therefore, this study aims to identify the behavior and the factor that influence behavior of Generation Z in the management of beauty product packaging waste in Bandung. Data was collected by collecting primary data through questionnaires and interviews and collecting secondary data through journals, books, article, and websites. The analytical method used in this study is descriptive statistical analysis, qualitative descriptive analysis, and Structural Equation Modeling analysis. The result of this research is the identification of pre-consumption and post-consumption beauty product management behavior, the factors that influence behavior are intention and perceived behavioral control. The results of the analysis become an input to arrange a strategy for improving the behavior of Generation Z with a concept of Environmental Management Measurement.