DETERMINANT FACTORS INFLUENCING THE INTENTION TO USE REUSABLE SHOPPING BAGS OF GENERATION Z IN JAKARTA
The use of reusable shopping bags has become increasingly widespread among the global community, including in Indonesia, as an alternative option to reduce the use of disposable plastic bags. This phenomenon has emerged in tandem with the growing awareness of the importance of environmental prese...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/80191 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The use of reusable shopping bags has become increasingly widespread among the
global community, including in Indonesia, as an alternative option to reduce the
use of disposable plastic bags. This phenomenon has emerged in tandem with the
growing awareness of the importance of environmental preservation and the need
for sustainable products. Reusable shopping bags provide a practical solution to
address the environmental damage caused by plastic waste, while also supporting
global efforts to promote more responsible consumption behavior.
With the increasing adoption of reusable shopping bags, attention has been drawn
to efforts to raise environmental awareness. The current generation, known as
Generation Z, is recognized as a younger generation that is more concerned about
sustainability issues, creating an interest in environmentally friendly consumption
practices or alternative solutions. Generation Z, having grown up in the era of
digital technology and information, is also more vocal in educating about the
negative impacts of plastic bag usage on the environment. Therefore, this research
will explore determinant factors that can influence the intention to use reusable
shopping bags among Generation Z by identifying related determinants that can
affect the intention to use them. This research uses a qualitative descriptive method
with primary data collection through structured questionnaires obtained from 109
respondents from Generation Z in the Jakarta Special Capital Region (DKI
Jakarta).
With the support of the Theory of Planned Behavior, the results of this research
indicate that there are determinant factors influencing the intention of Generation
Z to use reusable shopping bag products which is price, awareness, quality, and
design. The findings of this research are expected to be useful for manufacturers,
designers, and marketers to gain insights for designing and implementing strategies
or marketing ideas that align with the relevant determinant factors in influencing
the intention to use reusable shopping bag products among Generation Z.
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