DEVELOPMENT OF WASTE SORTING INTENTION MODEL UTILIZING NOSTALGIA TO ADDRESS WASTE MANAGEMENT ISSUES IN BANDUNG RAYA

• Main Author: Rahardian Yusuf, Teddy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85831
• Institution: Institut Teknologi Bandung

The waste management issue in Bandung City is evident in the overflowing landfills and the ineffective waste sorting process, particularly at the household level. While the city government has implemented programs like Kang Pisman (Reduce, Separate, and Utilize) and Kang Empos (Composting Sack Bucket), the impact on waste reduction has been fluctuating. According to data from the West Java DLHK, Sarimukti Landfill received an average of 1,611.23 tons of waste per day during Ramadan 2024. Recent data shows that the average amount of waste continues to increase compared to previous conditions. Currently, Temporary Disposal Sites (TPS) only accept residual waste to reduce the burden on landfills. Public awareness, especially in sorting waste into organic, inorganic, and residual categories, is crucial. This requires individuals to develop a sense of environmental responsibility based on their perceived values. These values can be influenced by various stimulus, including methods, tools, procedures, or media. Aside from perceived values, place attachment, formed from past memories and emotional connections, can foster environmental concern. Nostalgia can serve as a stimulus to encourage waste sorting and eco- friendly practices. While research often explores the link between nostalgia and prosocial behavior, the connection between nostalgia and pro-environmental behavior remains understudied, prompting this research endeavor. This research is divided into three stages. The first stage determined the design of nostalgic visual posters and selected posters with asymmetrical layouts and positive information delivery. The second stage is the analysis of the overall research model with the chosen visual poster stimulus. The research involved six primary constructs and three sub-constructs with data on 236 respondents from the Greater Bandung community. Model development was carried out using PLS-SEM and SmartPLS software. The third stage conducted a model comparison analysis with multigroup analysis for generational differences: Generation X-Baby Boomers, Generation Y, and Generation Z. The results showed that the constructs of nostalgia, epistemic value, emotional value, place attachment, and attitude toward waste-sorting behavior affect the intention to sort waste. In addition, this study also shows that place attachment does not significantly affect the attitude toward waste-sorting behavior. The attitude is still considered to be a neutral attitude, but pressing social issues will still be able to iii influence individual intentions in sorting waste. The government, especially the Bandung City Environmental Agency (DLHK), and profit and non-profit organizations can develop campaigns and programs that utilize nostalgia according to generation. Generation X-Baby boomers, who have strong memories of segregating waste, can be more easily moved through approaches that evoke nostalgia, a sense of place, and emotional attachment. On the other hand, generations Y and Z are more likely to appreciate epistemic and emotional values.