Strategy to Increase Interest in Purchasing Refill Machine Products as an Implementation of 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.