THE INFLUENCE OF BEHAVIOR FOR REDUCE PLASTIC BY INTENTION TO BRING REUSABLE BAG ON Z GENERATION USING THEORY OF PLANNED BEHAVIOR IN MEDAN

Abstract

Waste is a worldwide concern. Waste could be hazardous to the environment and public health if it is handled improperly. As SGDs include one of the goals, namely "Responsible consumption, and production". There are plastics that are considered

common consumption in modern society, and most plastic consumption is single- use. Plastic has become plastic waste that threatens the environment. In Indonesia,

especially the city of Medan, the accumulation of waste is a serious matter due to uncontrolled accumulation. This study investigates the impact of attitude, subjective norms, and perceived behavioral control on the intention to bring reusable bags among Generation Z in Medan city. The research, conducted using questionnaires distributed via Google Form and completed using Structural Equation Model (SEM) and SmartPLS 4.0 version, found that these factors significantly positively influence the intention to bring reusable bags and the subsequent behavior to reduce waste.