Consumer Behavior Towards Environmental Policy for Paid Plastic Shopping Bags in Traditional Markets of Padang City

The use of plastic bags continues to increase from year to year, causing a significant increase in the amount of plastic waste. In Indonesia, plastic waste is in second place with 5.4 million tons each year or 14% of total waste production [1-3]. Plastic shopping bags have become an important topic of discussion in the world of waste management in Indonesia because they are cheap, easy to find, and easy to use, so they have become an inseparable part of human life. Almost all foods, goods, and their packaging use plastics and plastic bags [4, 5].

Plastic shopping bags, which shoppers often use to carry home their purchases, are a common type of shopping bag in many countries, where stores often provide them for shoppers' convenience. Even though they provide practical benefits for consumers, the existence of plastic shopping bags also hurts the environment. Made from non-renewable resources such as petroleum, plastic bags take hundreds of years to decompose, and usually contain additives that can pollute soil and water. Therefore, in the last ten years, many countries in the world, including Africa, Australia, Europe, North America, and Asia, have changed their policies regarding plastic bags by prohibiting their free sale or distribution [6]. Further research from [7] explains that to control the excessive use of plastic bags and reduce littering, the Indonesian Government implemented a paid plastic shopping bag system policy. This policy was launched by the Indonesian Ministry of Environment and Forestry, the National Consumer Protection Agency, the Indonesian Consumer Foundation, and the Indonesian Retail Entrepreneurs Association starting February 21, 2016, which coincides with National Waste Awareness Day simultaneously in 22 cities in Indonesia, including Jakarta, Bandung, Balikpapan, Makassar, and Surabaya. This policy takes the form of limiting the use of plastic shopping bags, where retail entrepreneurs no longer provide free plastic shopping bags to consumers. If consumers still need them, consumers are required to buy plastic shopping bags at retail outlets.

In the last few decades, public concern for the environment has continued to increase and has become a problem of global significance. These concerns have led to major changes in consumer attitudes and behavior towards sustainability. Explanations from [8-13] indicate that sustainability varies but mostly revolves around the idea of preserving the environment for future generations. In this case, sustainable consumption refers to purchasing, using, and disposing of products in a way that reduces environmental damage.

Consumer behavior, which combines psychology, sociology, and social and economic anthropology, plays a key role in the purchasing decision-making process, both individually and in groups. Research conducted by Asmuni et al. [14] in Malaysia highlighted the level of consumer participation in the government program "No Plastic Bag Day" and tested its effectiveness using Descriptive Statistics and Pearson's chi-square test. The research results showed that 52.3% of respondents stated that the program was successful in encouraging consumers to avoid using plastic bags. Similar research has also been carried out in various places, including in Taiwan, with a focus on predicting consumer behavior regarding the use of plastic shopping bags in hypermarkets and other stores.

In terms of regulations, according to research by the study [15], Padang Mayor Regulation No. 36/2018 concerning "controlling the use of plastic shopping bags" mandates that every business actor, including shopping centers, modern shops, and traditional markets, is required to manage the use of plastic shopping bags by established provisions. In Chapter IV Article 8 concerning 1) Every business actor is obliged to manage the use of plastic shopping bags; and 2) Business actors as intended in paragraph (1) consist of business actors and/or activities in shopping centers, modern shops, and traditional markets.

Research on consumer behavior in plastic shopping bags towards government policies needs to be carried out so that the government's plan can work well. This is an interesting topic because the problem of using plastic bags cannot be separated from several influencing factors, not to mention the policies of each local government. Therefore, this research was conducted to be able to contribute to the government to see the public's response and consumer behavior towards the policies set by the government on plastic shopping bags so that the government can determine ministerial regulations and implement appropriate policies on the plastic bag system.

This research aims to analyze the characteristics of consumer behavior regarding the use of shopping bags and the factors that influence it based on an environmental approach. Research on consumer behavior in plastic shopping bags towards government policies needs to be carried out so that the government's plan can work well. This is an interesting topic because the problem of using plastic bags cannot be separated from several influencing factors, not to mention the policies of each local government in environmental management. Therefore this research was conducted to be able to contribute to the government to see the public's response and consumer behavior towards the policies set by the government on plastic shopping bags so that the government can determine regulations and implement appropriate policies on the plastic bag system.

The traditional market is the third largest market in Padang City, West Sumatra Province with a land area of 10,464 m² and a building area of 3.448 m² [22]. The traditional market has an average number of traders and visitors of 1.840 people every day with an average volume of waste generation of 0.398 l/m²/h or 0.696 l/p/h [23]. The research was conducted at the traditional market of Lubuk Buaya in Padang City. Questionnaires were distributed to consumers/buyers who shop with an age range of 18 years to 40 years. The number of samples to be tested is in Yamane’s formula, so the total sample is 122 respondents.

Most of the respondents, namely 91 people (75%) agreed that there was a government policy related to reducing the use of plastic bags and even prohibiting their use. This is because, with this policy, the use of plastic bags can be reduced and even stopped. However, 17% and 8% respectively said they disagreed and disagreed with the policy. Rahmadiawan et al. [24-26] add the emergence of this opinion is because according to them the implementation of this policy will face many obstacles, and plastic bags given by traders have become a habit.

Related to public knowledge about Padang Mayor Regulation No. 36/2018, most of the respondents knew about this regulation. 44% have heard/seen news coverage in the mass media, 14% of respondents know clearly through government/mass media outreach, and 42% of respondents are not aware of these regulations due to limited information. As many as 80% of respondents said they agreed, starting with socialization in the community and implementing it slowly, 17% of respondents still disagreed and 3% of respondents said they did not agree if it was implemented in traditional markets because according to them it would face many challenges, obstacles and would take a long time to implement, whew its implementation will also burden the community.

In general, regulations controlling the use of plastic shopping bags usually impact consumers in several ways, such as: 1) Reducing plastic use: The main aim of this kind of regulation is to reduce the use of plastic bags, which can have a positive impact on the environment and reduce plastic waste; 2) Changes in consumer habits: Consumers may need to adapt to alternative uses such as cloth shopping bags or other materials that can be used repeatedly [27]; 3) Environmental awareness: This kind of regulation can increase environmental awareness among consumers and encourage sustainable practices [28]; and 4) Fines or sanctions: Consumers who violate regulations may be subject to certain fines or sanctions. Therefore, consumers need to understand and comply with the applicable provisions. Based on Table 1 shows that overall Descriptive Norms (AT) variable has the largest average compared to other variables with the AT-2 indicator having the highest average value of 4.1311 which means that consumers agree that I think using plastic shopping bags can damage/pollute the environment. The following is the result of the average value and Standard Deviation (SD) of the consumer behavior model whether carrying a bag or not. Where in Table 1 the measure of data centrality is described using the average data (Mean) and the measure of data distribution is described using variety (variance) with the average data x_1, x_2, x_{3, ......} x_n. Meanwhile, the variety (variance) of the data, namely x_1, x_2, x_{3, ......} x_n. Descriptive analysis is used to provide an overview of consumer characteristics. More details can be seen in Table 1 below.

Table 1. The average value of the consumer behavior model

Source: Data analysis, 2023

In Table 1 above, we explore respondents' agreement with statements related to factors that influence consumer behavior in carrying their shopping bags compared to using plastic bags at the Lubuk Buaya traditional market, Padang City. These factors are AT, SN, PBC, EC, PN, RE, SE, BI, APB, and BW. Based on Table 1, it can be seen that overall the AT variable has the largest average compared to other variables with the AT-2 indicator having the highest average value of 4.1311, which means that consumers agree that in my opinion the use of plastic shopping bags can damage/pollute the environment. Meanwhile, if we look at the SN tendencies of consumers, SN3 I support the government's policy of implementing paid plastic shopping bags with an average value of 3.7131. PBC, PBC2 with an average value of 3.9098, namely If I want, I can bring a reusable bag without asking/buying a plastic shopping bag. The following are the results of the average value and SD of the consumer behavior model whether carrying baggage or not.

The formula for calculating the Spearman correlation coefficient (ρ) in the results in Table 2 is carried out using the following steps: 1) Rank the data for the two variables; 2) Calculate the difference in ranking (d) between the two variables; 3) Square each d; 4) Add up all the squared values of d; and 5) Use the formula above to calculate ρ. The steps to test the significance of Spearman's correlation for a large sample are 1) Calculate Spearman's correlation coefficient (ρ) using the formula mentioned previously; 2) Calculate z using the formula above; 3) Determine the critical value of z at a certain level of significance (for example, 0.05 or 0.01). You can use standard normal distribution tables or statistical calculators; and 4) Compare the calculated z value with the critical value. If z exceeds the critical value, you can reject the null hypothesis and conclude that the Spearman correlation is significant. Next, all respondents' responses were encrypted and imported into Excel software before importing into SPSS 22. For more details, see the results in Table 2 below.

Table 2. Relationship models influenced consumer behavior by consumer behavior activities

Souce: Data analysis, 2023.

Spearman correlation coefficient value (ρ), This value shows the strength and direction of the relationship between two variables. If ρ is positive, it indicates a positive relationship. If ρ is negative, it indicates a negative relationship. Based on Table 2 above, it is known that the total research data is 122 respondents with a sig (2-tailed) value of 0.00<0.05 so it can be concluded that there is a significant relationship between AT, SN, PBC, EC, PN, and SE among consumers BI in carrying limits or not. Furthermore, from the output above, it is also known that the largest correlation coefficient is found in the PN2 and APB indicators, APB1 of 0.479 and 0.500, so this value shows that there is a moderate relationship between PN2 and APB1 on consumer BI whether they carry it or not.

In the SE variable, the SE1 indicator has the highest average value of 0.637 which shows that consumers find it very easy to do their shopping, so this value shows that there is a relationship between SE and consumer behavioral intentions. BI2 Will I bring bags or not or do I intend to bring these bags when shopping? Furthermore, from the output above it is also known that the largest correlation coefficient is found in the indicator, in my opinion, Easy to Reject Free Plastic Shopping Bags/Don't Buy PBC1 is 0.402 so this value shows that there is a moderate relationship between Easily rejecting free plastic shopping bags/not buying plastic shopping bags and BW1 which is the behavior of unconsciously accepting free plastic shopping bags. Based on Table 2 above, it is known that the total research data is 122 respondents, with a sig (2-tailed) value of 0.00<0.05, so it can be concluded that there is a significant relationship between AT, SN, PBC, EC, PN, and SE among BI consumers in carrying bags or not.

Furthermore, from the output above it is also known that the largest correlation coefficient is found in the PN2 and APB1 indicators of 0.479 and 0.500, so this value shows that there is a moderate relationship between PN2 and APB1 and whether BI consumers carry bags or not. In the SE variable, the SE1 indicator has the highest average value of 0.637, which shows that consumers find it very easy to carry their shopping bags, so this value shows that there is a relationship between SE and consumer behavioral intentions. BI2 Whether to carry a bag or not or do I intend to carry the bag when I go shopping? Furthermore, from the output above it is also known that the largest correlation coefficient is found in the indicator, in my opinion, Easy to Reject Free Plastic Shopping Bags/Don't Buy PBC1 is 0.402, so this value shows a moderate relationship between Easy to reject free plastic shopping bags/don't buy plastic shopping bags with BW1 is the behavior of unknowingly accepting free plastic shopping bags.

Generalization of this research to other markets in Padang City can provide some consumer behavior towards environmental policies for paid plastic shopping bags which can vary between traditional markets and other markets in Padang City, namely:

- Consumer Characteristics: 1) Traditional Markets: Consumers in traditional markets may have more embedded and conservative consumption patterns. They may be more attached to old habits and need a more locally oriented and traditional approach to influence their behavior regarding paid plastic shopping bags; and 2) Other Markets: Consumers in modern or other markets may be more open to change and technology. They may be more accepting of innovations such as paid shopping bags and tend to adopt more progressive environmental policies.

- Social Influence: 1) Traditional Markets: Social and cultural factors can have a significant influence. For example, social norms among more traditional community groups can play a large role in the acceptance or rejection of paid-pocket policies; and 2) Other Markets: Consumers in modern markets may be more exposed to global trends and more advanced environmental views, so they may be more inclined to support pro-environmental policies.

- Price and Value: 1) Traditional Markets: Consumers in traditional markets may be more sensitive to price changes. Therefore, implementing a surcharge for plastic bags may require a more careful approach to pricing; and 2) Other Markets: Consumers in modern markets may be more open to paying more for greener options. They can add value to policies that support sustainability.

- Education and Information: 1) Traditional Markets: Extra efforts are needed in terms of education and information to ensure that consumers in traditional markets understand the positive impact of environmental policies regarding paid plastic shopping bags; and 2) Other Markets: Consumers in modern markets may be more accessible to pro-environmental information and marketing campaigns.

- Marketing Strategy: 1) Traditional Markets: Marketing strategies must accommodate the uniqueness of traditional markets, perhaps involving local community leaders, social workers, or local figures; and 3) Other Markets: Marketing in modern markets can focus more on digital media and more innovative marketing strategies.