Abstract
The plastic bag ban policy in every modern retail store is a policy made by the Bogor City Government to reduce plastic waste and encourage an environmentally friendly lifestyle. This policy is stipulated in the Bogor Mayoral Regulation Number 61 of 2018. The policy marketing can be carried out by green marketing process. This study aimed to identify the public response regarding the use of their shopping bags, to identify consumer perception of the plastic bag ban policy, and to identify the effect of green marketing of plastic bag ban policy on green behavior in Bogor City. Primary data was obtained through questionnaire and secondary data were obtained from the archive of Bogor Industry and Trade Department. Data were analyzed using descriptive analysis and structural equation models. The results indicated that after the policy was implemented, more consumers were willing to reduce the use of plastic bags and bring their shopping bags. The green marketing process which had a significant effect on green behavior was to know your customer, empowering the customer and reassure the buyer.
Highlights
Environmental and ecosystem damage can be caused by various factors, including the accumulation of residual waste or industrial and household waste
The results show that 42 married consumers are willing to bring their shopping bags
The results using structural equation model indicated that green marketing process which had a significant effect on green behavior was know your customer, empowering customer and reassure the buyer
Summary
Environmental and ecosystem damage can be caused by various factors, including the accumulation of residual waste or industrial and household waste. Natural conditions have changed significantly over the past 30 to 40 years since the introduction of synthetic materials such as plastics. Indonesia is the second largest country contributing to plastic waste pollution in the ocean after China [1]. Urban or metropolitan areas are a manifestation of the rapid natural development of a globalization process. This development leads to a significant increase in population, with different and specific characteristics and problems. An urban area requires its management in solving the problems
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