Marissa Puspita Puspita, Rahmat Nurcahyo Nurcahyo, Djoko S. Gabriel Gabriel

Determinants of Consumer Purchase Intentions in Cleaning Product Refill Facilities as an Alternative to Reducing Single-use Plastic Packaging Waste

Introduction

Determinants of consumer purchase intentions in cleaning product refill facilities as an alternative to reducing single-use plastic packaging waste . Study consumer purchase intentions for cleaning product refill facilities, reducing single-use plastic waste. Factors like environmental consciousness and green marketing drive sustainable choices.

Abstract

Single-use plastic packaging is widely used in FMCG (Fast Moving Consumer Goods) to pack products.The use of single-use plastic packaging has become a daily habit and triggers an increasement of theamount of plastic waste. Nowadays, a linear economy has been swift into a circular economy to savethe environment. One of the best solutions is by providing household cleaning product refill facilitiesin several areas. Also, this research wants to find the influence of household cleaning product refillfacilities in order to reduce single-use plastic packaging waste. The Theory of Planned Behavior(TPB) is used in this research to analyze and estimate people's behavior. The questionnaires werecollected from potential customers and consumers who will or have refilled their liquid body wash atthe filling facility, especially in DKI Jakarta region. Also, this research helps to identify the impact ofenvironmental consciousness, environmental knowledge, subjective norms, and green marketing onthe purchase intention to refill cleaning products at filling facilities. The data obtained were thentested using Spearman's correlation and multiple linear regression tests. The result of this researchshows that the purchase intention to refill cleaning products at filling facilities is influenced by eachvariable of the research. Therefore, innovative refill cleaning products at filling facilities can be asolution to reduce the increase in plastic waste.

Review

This paper addresses a highly pertinent and pressing environmental concern: the escalating issue of single-use plastic packaging waste from Fast Moving Consumer Goods (FMCG). By focusing on consumer purchase intentions for cleaning product refill facilities, the research contributes significantly to the discourse on transitioning from a linear to a circular economy. The chosen topic is timely and directly aligns with global sustainability goals, offering a practical pathway for waste reduction. The study's objective to understand the factors influencing consumer adoption of refill services is crucial for promoting more sustainable consumption habits and informing the development of effective environmental strategies. Methodologically, the study grounds itself in the robust Theory of Planned Behavior (TPB), a suitable framework for analyzing consumer intentions. The researchers adeptly build upon TPB's core tenets by integrating additional salient variables: environmental consciousness, environmental knowledge, and green marketing, alongside subjective norms. Data collection through questionnaires targeting potential and existing users of liquid body wash refill facilities specifically in DKI Jakarta offers a focused and contextually relevant sample. The choice of Spearman's correlation and multiple linear regression tests for data analysis appears appropriate for investigating the relationships between the identified variables and the dependent variable of purchase intention. The research yields a significant finding, indicating that all hypothesized variables – environmental consciousness, environmental knowledge, subjective norms, and green marketing – significantly influence consumer purchase intention to utilize cleaning product refill facilities. This comprehensive outcome underscores the multifaceted nature of sustainable consumer behavior. The implication that innovative refill facilities can indeed serve as a viable solution for mitigating plastic waste is strongly supported. This study offers valuable insights for marketers, policymakers, and environmental advocates seeking to accelerate the adoption of circular economy practices, particularly within the FMCG sector. Future research could potentially explore these determinants in other geographical contexts or for different product categories to further generalize these important findings.

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