ANALYSING FACTORS AFFECTING CONSUMER PURCHASING BEHAVIOUR TOWARD WASTE MANAGEMENT SERVICES IN INDONESIA

• Main Author: Mellinia Budiman, Nella
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70047
• Institution: Institut Teknologi Bandung

‘Green attitude-behavior gap’ is often found in sustainable industry nowadays; where the attitude toward sustainable action is high but not following with sustainable purchasing action. This research will help Satu Bumi as a startup that is running on sustainable industry to identify the elements factors that are determinant on sustainable purchase behaviors on waste management service among Indonesia consumers and craft the most suitable recommendation for Satu Bumi as a waste management business towards the actual determinant factors on Consumers Waste Management purchase behavior. Using multiple linear regression, this study involved 200 Indonesians who had already use waste management, right now using waste management service, and in the future have desire to use waste management service as samples. From in-depth research it was found that 5 determinant factors that influence sustainable purchasing are: support for environmental organizations, following with attitude towards sustainability purchasing, environment concern, perceived knowledge about sustainability issues, and subjective norms. But the other side, perceived marketplace influence is one variable that rejected. The findings of this study are also accompanied by recommendations, as a strategy to avoid the implications of ‘Green attitude-behavior gap’-which has been growing rapidly and these recommendations are projected to help Satu Bumi as waste management service that can able to grab the Indonesian market and become a profitable business.