DETERMINANT FACTORS INFLUENCING THE INTENTION TO USE REUSABLE SHOPPING BAGS OF GENERATION Z IN JAKARTA

• Main Author: Anies, Conita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80191
• Institution: Institut Teknologi Bandung

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.