Factors Influencing Residents' Intention toward Source Separation of Plastic Noodle Wrapper Waste: A Case Study of Jabodetabek, Indonesia

Economic growth and urban development have induced environmental damages. It because of plastic consumption never stops increasing, and make it into environmental pollution. The contribution of noodle wrapper into environment has become significant since Indonesia is the second biggest instant noodles' consumer in the world. As the most rapidly urban development and populous area in Indonesia, Jabodetabek (Jakarta-Bogor-Depok-Tangerang-Bekasi) contributes to the high plastic waste generation. Separation waste at source is important for the successful of any waste management. However, the waste separation behaviors are not common in Indonesia and the study about residents' separate intentions for noodle wrapper is scarce. For filling this gap, we have tried to identify the critical factors that affect the residents' intention towards noodle wrapper separation. Data drawn from 435 questionnaires were used to assess demographic factors and the TPB constructs (i.e. attitude, subjective norms, perceived behavioral control, knowledge, past behavior, willingness to accept, intention, and behavior). Results of this study showed that subjective norms had the most significant influence on the intention of noodle wrapper separation followed by past behavior, attitude, and knowledge. While perceived behavioral control and willingness to accept do not have a significant effect on the intention of noodle wrapper separation.