Working towards Sustainable Behavior in Household Waste: The Role of Consequence Awareness and Responsible Consumption
Arie Indra Gunawan- Hilda Monoarfa- Ratih Hurriyati- Bambang Widjayanta-Lili Adi Wibowo-Agus Rahayu-Hilda Monoarfa

Indonesia University of Education

Abstract

This research was conducted to clarify consumer household behavior toward waste sorting as it is known that the proportion of waste originating from households in developing countries is significant, and the amount continues to increase every year. Research with a quantitative approach was conducted on a total of 404 data taken from consumer households using a 5-point Likert scale questionnaire. Data processing is carried out by measuring the model and testing the structural model with the help of SmartPLS 4. Responsible consumption is a construct that can mediate the relationship between awareness of the consequences of waste sorting behavior. Consequence awareness constructs and responsible consumption patterns are a strong foundation for creating household waste-sorting behavior. This research was conducted in a short time. It needed to be identified which group of household respondents were intended so that the population was generalized to the conditions of Indonesia as a developing country, not based on urban or rural areas. The novelty in this study is related to the involvement of the consumption pattern construct in research on waste behavior in developing countries. Household consumption patterns in developing countries like Indonesia tend to have high consumption levels, which impact the potential for the amount of waste generated.

Keywords: Household Waste Behavior, Waste-Sorting, Consequence Awareness, Responsible Consumption.

Topic: Marketing Management, Relationship Marketing, Service Marketing