Millennials' Deals with Plastic: The Effect of Natural Environmental Orientation, Environmental Knowledge, and Environmental Concern on Willingness to Reduce Plastic Waste
Open Access
- 13 August 2022
- journal article
- Published by Institut Pertanian Bogor in Journal of Consumer Sciences
- Vol. 7 (2), 115-133
- https://doi.org/10.29244/jcs.7.2.115-133
Abstract
To maintain environmental sustainability can be managed and resolved by changing human behavior, especially by reducing plastic waste. This study investigated whether natural environmental orientation, environmental knowledge, environmental concern, and environmental attitude affect the extent to which millennials avoid or reduce the purchase of single-use plastic tableware, food with plastic packaging, and plastic water bottles called Willingness to Reduce Plastic Waste (WRPW). This study used quantitative using the purposive sampling method. Data collection techniques using online questionnaires were sent to respondents with criteria for educated millennial Muslims at Islamic universities in East Java, Central Java, and West Java. The survey was conducted for three months and obtained 369 respondents. The questionnaire is processed by using SEM analysis with Smart PLS. The results show that environmental knowledge provides a direct and an indirect effect on willingness to reduce plastic waste through environmental attitude. Meanwhile, environmental concern has no direct effect on willingness to reduce plastic waste, yet it has an indirect effect through environmental attitude. This research implies that concern for the environment is not necessarily accompanied by the willingness to reduce the use of plastic. However, adequate knowledge about the environment can increase the willingness to reduce the use of plastic among millennial generations who prioritize logical thinking and adapt to their knowledge.Keywords
This publication has 53 references indexed in Scilit:
- Subjective and objective knowledge as determinants of organic vegetables consumptionFood Quality and Preference, 2010
- Self-Evaluation as a Tool in Developing Environmental ResponsibilityJournal of Teacher Education for Sustainability, 2010
- A hierarchical analysis of the green consciousness of the Egyptian consumerPsychology & Marketing, 2007
- Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable ProductsEnvironment: Science and Policy for Sustainable Development, 2006
- Using the Theory of Planned Behaviour to investigate the determinants of recycling behaviour: a case study from Brixworth, UKResources, Conservation and Recycling, 2004
- Knowledge, Action and Pro-environmental BehaviourEnvironmental Education Research, 2002
- Antecedents of green purchases: a survey in ChinaJournal of Consumer Marketing, 2000
- If It Doesn't Directly Affect You, You Don't Think About It’: a qualitative study of young people's environmental attitudes in two Australian citiesEnvironmental Education Research, 1999
- Habit, Attitude, and Planned Behaviour: Is Habit an Empty Construct or an Interesting Case of Goal-directed Automaticity?European Review of Social Psychology, 1999
- The theory of planned behaviorOrganizational Behavior and Human Decision Processes, 1991