Value-Belief-Norm Theoritical Approach to Measuring Sustainable Consumption Behavior in Bandar Lampung City

Plastic is a threat to the environment, requiring consumers to behave sustainably. This study aims to determine how sustainable consumption behavior is in Bandar Lampung City using the value belief norm approach. This sort of studies is explanatory with a quantitative technique. Gen Z who are aware of environmentally friendly products is population on this observe. The sampling of this observe used nonprobability sampling with a purposive sampling method and a sample length of 100 respondents. The facts series approach was a questionnaire distributed online the usage of a likert scale. Information processing in this observe used descriptive statistical analysis, inner model testing, outer model testing and hypothesis testing, with the help of smartPls 4.0. primarily based at the outcomes of the observe, it suggests that there may be a effective and sizable have an effect on between biosphere values on awareness of consequences, awareness of consequences on personal norms, personal norms on behavioral intentions, behavioral intentions on sustainable consumption behavior in Gen Z in Bandar Lampung City. In further research, it is recommended to replace this type of research with experimental research and replace other factors from the VBN theory.