Berbelanja Tanpa Kantong Plastik: Faktor Apa Saja yang Mempengaruhi?

Abstract

This study aims to examine the factors that influence willingness to pay for plastic bags when shopping. There are four variables used to measure, namely general environmental attitude, moral norm, subjective norm and perceived behavioral control. Data collection was carried out in Jakarta during the PSBB (Large-Scale Social Limitation) period from April to May 2020. Data were obtained using an online questionnaire and respondents were selected using convenience sampling techniques. Total respondents in this study were 260 people consisting of 118 men and 142 women. Data were processed using exploratory factor analysis and structural equation models. The results indicate that moral norm has a positive and significant effect on willingness to pay and subjective norm has a positive and significant effect on moral norm. Meanwhile, the general environmental attitude, subjective norm and perceived behavioral control have no positive and significant effect on willingness to pay.

Keywords: Willingness to pay, general environmental attitude, moral norm, subjective norm, perceived behavioral control, shopping without plastic bags.

Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi willingness to pay pada kantong plastik saat berbelanja. Terdapat empat variabel yang digunakan untuk mengukur, yaitu general environmental attitude, moral norm, subjective norm dan perceived behavioral control. Pengumpulan data dilakukan di Jakarta selama masa PSBB (Pembatasan Sosial Berskala Besar) pada bulan April hingga Mei 2020. Data diperoleh menggunakan kuesioner daring dan responden dipilih dengan menggunakan teknik convenience sampling. Total responden dalam penelitian ini adalah 260 orang yang terdiri dari 118 laki-laki dan 142 perempuan. Data diolah menggunakan exploratory factor analysis dan structural equation model. Hasilnya penelitian menunjukkan bahwa variabel moral norm berpengaruh secara positif dan signifikan terhadap willingness to pay dan variabel subjective norm berpengaruh secara positif dan signifikan terhadap moral norm. Sedangkan variabel general environmental attitude, subjective norm dan perceived behavioral control tidak berpengaruh secara positif dan signifikan terhadap willingness to pay.

Kata kunci: Willingness to pay, general environmental attitude, moral norm, subjective norm, perceived behavioral control, berbelanja tanpa kantong plastik.