Memahami Keputusan Konsumen Muda dalam Pengelolaan Plastik Berkelanjutan: Kajian Berdasarkan Theory of Reasoned Goal Pursuit

Research Aim: This study aims to examine the underlying mechanism of sustainable plastic management behavior among young consumers by applying the Theory of Reasoned Goal Pursuit (TRGP), with a particular focus on the role of goal activation, motivation, intention, and perceived behavioral control. Design/Methods/Approach: This research employed an explanatory quantitative approach using an online survey method. Data were collected from 365 young consumers aged 18–40 years residing in urban areas of Indonesia. The collected data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test both direct and indirect relationships among constructs. Research Finding: The findings reveal that the active approval goal significantly influences subjective norms, while the active procurement goal significantly affects attitudes toward sustainable plastic management. Subjective norms and attitudes positively shape motivation, which in turn strongly predicts intention and leads to sustainable plastic management behavior. Perceived behavioral control directly affects intention and behavior but does not function as a moderating variable. Motivation emerges as a central mediating mechanism connecting goal orientations, cognitive evaluations, and social influences to actual behavior. Theoretical Contribution/Originality: This study extends the application of the Theory of Reasoned Goal Pursuit (TRGP) to the pro-environmental behavior context, specifically sustainable plastic management. It provides empirical evidence that motivation plays a pivotal mediating role in translating goal-oriented cognition and social norms into behavioral outcomes, thereby enriching the theoretical integration between goal pursuit theory and environmental behavior research. Practitioner/Policy Implication: The findings suggest that sustainability initiatives and public policies should prioritize strategies that activate consumers’ social approval and procurement-related goals while strengthening internal motivation. Campaigns aimed at young consumers should emphasize social norms, value-driven goals, and motivational appeals rather than relying solely on behavioral control or regulatory enforcement. Research Limitation: This study is limited by its cross-sectional design, which restricts causal inference. The use of self-reported data may also introduce response bias. Additionally, the sample focuses on urban young consumers in Indonesia, limiting the generalizability of the findings to other demographic groups or cultural contexts.