Analysis of the Influence of Environmental Awareness, Subjective Norms and Basic Human Conditions on Green Purchase Behavior (Study on the Implementation of Paid Plastic Bag Policy)

This study aims to examine the factors influencing green purchase behavior after the implementation of the paid plastic bag policy. The factors tested included environmental awareness, subjective norms, and basic human conditions, such as gender, age, income level, and education level. The study was conducted using a questionnaire distributed to consumers shopping at Alfamart, Indomaret, and Superindo in the Special Region of Yogyakarta. The respondents used were 392 respondents from five districts in the Special Region of Yogyakarta. The results showed that gender and age influenced environmental awareness and subjective norms, while education and income did not. Environmental awareness influenced green purchase behavior, and subjective norms were able to mediate the influence of environmental awareness on green purchase behavior.