CONSUMERS’ ATTITUDE TOWARDS SUSTAINABLE PACKAGING AND REDUCE-WASTE GROCERY MARKET IN THREE BIG PROVINCE IN INDONESIA: WEST JAVA, JAKARTA, AND BANTEN

• Main Author: Afifah Fadhilah, Aghnia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77314
• Institution: Institut Teknologi Bandung

Indonesia's growing population and increased demand for single-use packaging have resulted in substantial environmental issues, such as plastic pollution. Some businesses have created zero- waste grocery stores to tackle this problem but lack efficient marketing techniques. This research investigated the relationship between consumer attitudes toward eco-friendly packaging alternatives and identified whether consumers' awareness and concern about the environmental impact of packaging influenced their decisions to adopt sustainable behavior and to purchase environmentally friendly packaging. It also examined the factors that may hinder or promote adopting sustainable practices among Indonesian consumers to help marketers of sustainable businesses better understand their target consumers. The study discovered that positive attitudes about sustainable packaging and strong environmental awareness and concerns greatly influence buying intention to become sustainable consumers. Social impact, such as close friends and family, helps consumers to choose eco-friendly packaging. However, barriers such as high cost and lack of eco-friendly alternatives prevent them from adopting pro-environmental attitudes. Overall, this study filled in the gaps of knowledge in the limited research on customers' attitudes toward sustainable packaging and reduce-waste grocery stores in Indonesia. This study should help marketers develop better strategies to promote sustainable consumption in reducing the negative environmental impact of packaging and persuade consumers to shop at the zero-waste grocery market.