Yunisa, Safaa Naila and Manalu, S.Rouli (2026) The Intention of Young Generation to Reduce Plastic Packaging Waste Through Online Shopping: The Approach of Planned Behaviour Theory. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

This study investigates the influence of Attitude Towards Plastic Waste, Subjective
Norms Towards Plastic Waste, and Perceived Behavioral Control Towards Plastic
Waste on Generation Z's intention to reduce online shopping activities by
employing the Theory of Planned Behavior (TPB) as the theoretical framework.
TPB identifies three key determinants of behavioral intention, namely attitude,
subjective norms, and perceived behavioral control. The objective of this study is
to determine the influence of these TPB constructs on Generation Z's intention to
reduce online shopping activities as an effort to minimize plastic packaging waste
generated through e-commerce transactions. A quantitative approach with a cross
sectional survey design was employed, involving 250 Generation Z respondents in
Indonesia who had previous experience with online shopping. Respondents were
selected using purposive sampling, and data were collected through an online
questionnaire. The data were analyzed using Partial Least Squares Structural
Equation Modeling (PLS-SEM) with SmartPLS 4 software. The findings indicate
that Attitude Towards Plastic Waste (β = 0.653; P = 0.000) and Subjective Norms
Towards Plastic Waste (β = 0.206; P = 0.000) have a positive and significant
influence on Intention to Reduce Online Shopping. Meanwhile, Perceived
Behavioral Control Towards Plastic Waste (β = 0.057; P = 0.205) does not have a
significant influence on Intention to Reduce Online Shopping. Furthermore, the
research model explains 66.5% of the variance in Intention to Reduce Online
Shopping (R² = 0.665). The findings suggest that attitude and subjective norms are
the most important factors influencing Generation Z's intention to reduce online
shopping activities as an effort to reduce plastic packaging waste. Therefore,
increasing environmental awareness and strengthening social influence through
family members, peers, communities, and environmental campaigns may serve as
effective strategies to encourage more sustainable consumption behavior among
Generation Z consumers.
Keywords : Theory of Planned Behavior, Plastic Packaging Waste, Online
Shopping, Generation Z, Behavioral Intention, Environmental Sustainability.
129 Ilmu komunikasi 2026

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