Analyzing Factors Affecting Customer Purchasing Behaviour Toward Waste Management Service in Indonesia

Abstract

Green attitude-behavior gap’ is often found in the sustainable industry nowadays; where the attitude toward sustainable action is high but not following with sustainable purchasing action. This research will help Satu Bumi as a startup that is running on a sustainable industry to identify the elements and factors that are determinants on sustainable purchase behaviors on waste management services among Indonesia consumers and craft the most suitable recommendation for Satu Bumi as a waste management business towards the actual determinant factors on Consumers Waste Management purchase behavior. Using multiple linear regression, this study involved 200 Indonesians who had already used waste management, right now using waste management services, and in the future have a desire to use waste management services as samples. From in-depth research, it was found that five determinant factors that influence sustainable purchasing are: support for environmental organizations, following with attitude towards sustainability purchasing, knowledge of sustainability concerns, concern for the environment, and subjective norms. But the other side, perceived marketplace influence is one variable that is rejected. The findings of this study are also accompanied by recommendations as a strategy to avoid the implications of the ‘Green attitude-behaviour gap’-which has been overgrowing these recommendations are projected to help Satu Bumi as a waste management service that can able to grab the Indonesian market and become a profitable business.