GREEN PURCHASE BEHAVIOR: A STUDY OF NEW INDONESIA PAID PLASTIC POLICY

Abstract

In 2010, Indonesia produces 3.22 million metric tons of plastic waste, number two after China 8.82 million metric tons of plastic waste. Plastic waste can harm the environment if not managed properly. On 21 February 2016, the government created paid plastic policy in modern market at 23 cities. On 31 May 2016 plastic paid policy was stopped because it was considered ineffective. On 1 March 2019, APRINDO has implemented the new paid plastic policy in modern market. The policy called Kebijakan Kantong Plastik Tidak Gratis. The purpose of this policy is to support Indonesian government vision to reduce 30% of waste and another 70% in 2050. The purpose of this study is to analyze the influence of Environment Awareness, Environment Knowledge, Environment Concern & Attitude, and Perceived Environment Responsibility on Green Purchase Behavior. The research method is quantitative and got 181 response from online questionnaire. Data were processed using SPSS version 24. This research concludes that there are significant simultaneously influence of Environment Awareness, Environment Knowledge, Environment Concern & Attitude and Perceived Environment Responsibility on Green Purchase Behavior amounted to 66.5%.