The Effect of Environmental Awareness and Perceived Ease on the Intention to Reduce Plastic Use: Green Marketing Implications for PT Sucofindo (Persero)’s Ecolabel Verification Business
DOI:
https://doi.org/10.64243/JOSMI.02.5.01Kata Kunci:
Eco-label, green marketing, environmental awareness, intention to reduce plastic waste, perception of easeAbstrak
Plastic waste in Indonesia has always been regarded as a very serious environmental issue, yet the shift in public behavior toward cutting down on single-use plastics in still far from complete. This study was therefore carried out to analyze how environmental awareness and perceived ease shape the intention of the public to reduce plastic waste, and to set out what this mean for green marketing in the Ecolabel Verification business of PT Sucofindo (Persero). The design is quantitative and survey-based: responses were gathered online from 78 purposively chosen respondents, each utem being rated on a Likert scale running from 1 to 5. Analysis was carried out in SmartPLS through partial least squares path modelling, with the outer model and the inner model tested in turn. Environmental Awareness was found to raise the Intention to Reduce Plastic Waste to a significant degree (β = 0.421; t = 5.239; p = 0.000). Perceived Ease was found to do the same (β = 0.539; t = 5.961; p = 0.000), and it is regarded as the stronger of the two. Together, the two variables account for 68.2% of the variation in public intent, as shown by an R-squared value of 0.682. It is suggested by this finding that eco-friendly intent is formed when the impacts of plastic use are realized by the public and when the reduction of plastic use is felt by them to be easy to be carried out. For Pt Sucofindo (Persero), ecolabel verification is a service that can be used as a green marketing tool by which trust is built, the risk of greenwashing is reduced, and environmentally friendly products are made easier to be identified by consumers.
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