PENGARUH SIKAP, NORMA SUBJEKTIF, DAN KONTROL PERILAKU TERHADAP INTENSI DAN PERILAKU PENGURANGAN KANTONG PLASTIK DI KOTA BATAM

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh sikap, norma subjektif, dan kontrol perilaku terhadap intensi serta perilaku pengurangan penggunaan kantong plastik di Kota Batam. Permasalahan sampah plastik yang semakin meningkat menuntut adanya perubahan perilaku masyarakat dalam mengurangi penggunaan kantong plastik sekali pakai. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap masyarakat Kota Batam. Data dianalisis menggunakan analisis statistik untuk menguji hubungan antara variabel sikap, norma subjektif, dan kontrol perilaku terhadap intensi, serta pengaruh intensi terhadap perilaku pengurangan kantong plastik. Hasil penelitian menunjukkan bahwa sikap, norma subjektif, dan kontrol perilaku berpengaruh positif dan signifikan terhadap intensi pengurangan kantong plastik. Selanjutnya, intensi terbukti berpengaruh signifikan terhadap perilaku pengurangan kantong plastik. Temuan ini menunjukkan bahwa peningkatan kesadaran, dukungan sosial, serta kemudahan dalam mengurangi penggunaan kantong plastik dapat mendorong perilaku ramah lingkungan di masyarakat Kota Batam.

This study aims to examine the influence of attitude, subjective norms, and perceived behavioral control on intention and behavior related to plastic bag reduction in Batam City. The increasing problem of plastic waste requires behavioral changes among the community to reduce the use of single-use plastic bags. This research employs a quantitative approach using a survey method conducted among residents of Batam City. The data were analyzed using statistical techniques to test the relationships between attitude, subjective norms, and perceived behavioral control on intention, as well as the effect of intention on plastic bag reduction behavior. The results indicate that attitude, subjective norms, and perceived behavioral control have a positive and significant effect on the intention to reduce plastic bag usage. Furthermore, intention has a significant influence on actual plastic bag reduction behavior. These findings suggest that enhancing environmental awareness, social support, and perceived ease of reducing plastic bag use can promote environmentally friendly behavior in Batam City.