International Journal of Engineering Business
and Social Science
Vol. 1 No. 03, January-February 2023, pages: 232-240
e-ISSN: 2980-4108, p-ISSN: 2980-4272
https://ijebss.ph/index.php/ijebss
232
Strategy to Increase Interest in Purchasing Refill Machine
Products as an Implementation of Pro-environmental Behavior
Erma Yulia
1
. Dipa Mulia
2
.
Master of Management, Department of Economic and Business, Mercebuana University
Email: : ermayuliaa@gmail.com, dipa.mulia@mercubuana.ac.id
Keywords
Purchase Intention,
Knowledge,
Facility Support,
Attitude,
Pro-Environmental
Behavior
Abstract
Along with the increasing volume of national waste had been getting higher since
2019-202, it increased by 37.3% in national waste was almost 14% of the total of the
world. Through the Ministry of Environment and Forestry (MEF), the Indonesian
government made policies concerning the movement of waste free Indonesia
implemented through the 3R (Reduce, Reuse, Recycle) which began in 2018. In this
regard, companies offer to purchase products without packaging where the buyers
were required to bring their own packaging. This study aim to determine public
interest in the use of refill machines by analyzing economic aspects, knowledge,
facility support, attitude, and pro-environmental behavior. The research used
descriptive quantitative method with 155 respondents and the analytical method was
Structural Equation Model (SEM) with Smart-PLS software. The results show that
there was positive significant effect between knowledge, facility support, and
attitude towards pro-environmental behavior. Whereas, the economic aspect had no
significant effect on pro-environmental behavior. Researchers suggested business
organizations to provide refill machine at affordable prices, and government to
provide adequate waste treatment facilities that could be reached easily by the
public.
1. Introduction
Indonesia is a the fourth highest population country in the world and the second largest contributor of
plastic waste in the world. In 2019, the amount of plastic waste in Indonesia is estimated at 9.52 million tons or
nearly 14% of the total of the world. Indonesia produced 67.8 million tons of waste in 2020, which has increased by
37.3% compared to 2019. This is worrying that plastic waste is an emerging contaminant that does not decompose
easily but persists in the aquatic environment for a long time. Plastic is also one of the main toxic pollutants which
consists of toxic chemicals and most importantly non-biodegradable substances, polluting the earth and causing air
pollution and water pollution(McCarthy & Richter, 2020). Recently, most of the plastic waste found in the
environment is bags or packaging materials. In most countries, plastic bags are widely used to package food, water,
medicines, and almost any product that requires to be transported from one place to another.
The Ministry of Environment and Forestry (MEF) declared the policy of the Waste Free Indonesia
movement which has been implemented since 2020, is a waste reduction policy, which consists of 3R as Reduce,
Reuse and Recycle (Isabella, 2020). In this case, the government hopes for participation of people, which is through
refill machine products, which are currently receiving the attention of many parties. Considering this waste problem
has become a national problem which certainly requires integrated and comprehensive management can be started
from the smallest unit, for example by managing waste of household in the 3R way (Reduce, Reuse, Recycle) Waste
management with 3R is important to overcome the increasing volume of waste every day. Recycle can reduce
IJEBSS e-ISSN: 2980-4108 p-ISSN: 2980-4272 233
IJEBSS Vol. 1 No.03, February 2023, pages: 232-240
significant CO2 emissions in the atmosphere because using recycled plastic can avoid emissions equivalent to those
produced during the production of raw plastic(RENI, 2016)(Istiqomah, Mafruhah, & Gravitiani, 2019).
The refill machine provides a number of products from household needs to staples for consumption, from
soap, detergent, soy sauce, to shampoo(Afroz, Rahman, Masud, & Akhtar, 2017). This refill machine product uses
the concept of purchasing products without packaging which requires buyers to bring their own places to be used in
order to reduce the use of single-use plastics, and also encourage people to recycle the plastic they
produce(d’Ambrières, 2019).
Based on this phenomenon, the authors feel the need to do research on what things can make someone
interested in implementing environmentally friendly behavior for the sake of environmental sustainability in the
future. This environmentally friendly behavior is often referred to as pro environmental behavior (PEB). Where pro
environmental behavior is an individual effort to reduce the negative impact of damage to nature by improving and
preserving the environment, Pro environmental behavior (PEB) is behavior that seeks to reduce negative impacts on
the environment which can be in the form of reducing resource and energy consumption, using non-toxic materials,
and reducing waste production. There are several factors underlying pro-environmental behavior, those are person's
environmental knowledge, also subjective norms and attitudes, as well as perceived behavioral control, and
environmental beliefs, and other factors that influence a person's environmentally friendly behavior buying green
products. In addition, supporting facilities are also able to influence how a person's behavior towards their
environment.
Based on the description above, this study aims to find out how people's interest in using green products
from refill machine products, in terms of several aspects of factors that are considered to influence, such as economic
aspects, knowledge, facility support, attitude, and environmental belief.
Theoritical Review
Consumer behavior
Consumer behavior is all forms of psychological actions and processes that control a person before making
a purchase, using a product, and evaluating the product.
Theory of Planned Behavior
The main components of the Theory of Planned Behavior are behavioral intentions which are influenced by
attitudes about the possibility that the behavior will have the expected results and subjective evaluation of the risks
and benefits of the results of the behavior. Through the theory of planned behavior, a person's behavioral intention
determines a person's pro-environmental behavior(Żak, 2015).
Triple Bottom Line
The triple bottom line is the idea that all of company performance must be measured based on its combined
contribution to economic prosperity, environmental quality, social capital which is long-term and sustainable.
Pro Environmental Behavior
Pro-environmental behavior is attitude in avoiding activities that can damage the environment, one of which
is by paying attention to every product that will be used by buying environmentally friendly products.
Economic Aspect
Financial capacity plays a direct role because pro-environmental behavior is perceived as costly, as for
example, having more money can facilitate individuals to access green products.
Environmental knowledge
Environmental knowledge is a perception of how far he knows about environmental issues in general and
considers that environmental knowledge has a positive and significant effect on green purchase intention.
Support facility
The availability of facilities and infrastructure is part of the success of waste management program through
the application of reducing or reusing. Facility support here has a significant impact on pro-environmental behavior,
which in this case relates to recycling and re-managing plastic waste.
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IJEBSS Vol. 1 No.03, February 2023, pages: 232-240
Attitude
Attitude is the center of pro-environmental behavior. Attitude also has a positive and significant effect on
the pro environmental attitude which is implemented through recycle behavior.
Framework
In accordance with the formulation of the problem, theoretical review, and framework, the hypotheses proposed in
this study are:
H
1
= economic aspect (X
1
) has a positive and significant effect on pro-environmental behavior (Y).
H
2
= knowledge (X
2
) has a positive and significant effect on pro-environmental behavior (Y).
H
3
= facility support (X
3
) has a positive and significant effect on pro environmental behaviour (Y).
H
4
= Attitude (X
4
) has a positive and significant effect on pro environmental behaviour (Y).
2. Materials and Methods
The research design is a causal associative research, namely to determine the relationship between two or
more variables. Causal associative research is research that aims to determine the relationship between two or more
variables, where this theory can be functions to explain, predict and control a phenomenon.
Operational Variable
No
Variable
Indicator
1
Pro Environmental
Behavior (Y)
1. Environmental aspects are the main
factor in choosing a product
2. Recommend the use of sustainable
products
3. Avoid using single-use plastic packaging
2
Economic Aspect
(x)
1. The price of sustainable products is
more expensive
2. Packaging and plastic bags are cheaper
and more efficient
3. It takes a lot of money to manage plastic