Detail Cantuman

The phenomenon in this study is consumer behavior in purchasing environmentally friendly packaged food in Depok City. Depok was chosen as the research location because Depok is a buffer city for Jakarta. The purpose of the study is to determine the behavior of environmentally friendly consumers in small culinary-based businesses so that they can develop policies to overcome environmental problems by utilizing the local wisdom of Depok City. The approach used in this study is a quantitative approach using structural equation modeling. The population in this study is the consumer of culinary-based small businesses whose numbers cannot be known. Samples were taken as many as 120 consumers who were determined by the purposive sampling technique. The results of data analysis concluded that subjective norms have a strong and significant influence on the purchase intention of environmentally friendly packaged food. In addition, the variables of attitude, subjective norm, and perceived behavioral control have an effect of 78% on the intention to buy environmentally friendly packaged food in Depok City. The subjective norm variable has the strongest and most significant influence on the intention to buy food in environmentally friendly packaging in Depok City. It is hoped that the written suggestions can provide input to the Depok city government to make Depok a Zero Waste city.