Intention-Behavior Gap among Generation Z Consumers in Using Eco-Packaging on GrabFood in Indonesia
DOI:
https://doi.org/10.56750/cesjv9i3.1891Keywords:
Eco-Packaging, Generation Z, Intention-Behavior Gap, Nudge Theory, Theory Of Planned BehaviorAbstract
This study aims to analyze the intention-behavior gap among Generation Z consumers in using eco-packaging on GrabFood services in Indonesia. The research model integrates the Theory of Planned Behavior and Nudge Theory through six constructs: platform policy exposure, environmental awareness, subjective norm, behavioral intention, perceived policy effectiveness, and actual eco-packaging usage behavior. A quantitative approach was employed using a survey of 120 active Generation Z GrabFood users selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS 4.0. The results show that environmental awareness and subjective norm have positive and significant effects on behavioral intention, while platform policy exposure has no significant effect. Behavioral intention positively and significantly affects actual eco-packaging usage behavior. However, perceived policy effectiveness does not significantly moderate the relationship between behavioral intention and actual behavior. Behavioral intention also mediates the effects of environmental awareness and subjective norm on actual eco-packaging usage behavior. The findings confirm an intention-behavior gap, as 55.6% of the variance in actual behavior remains unexplained by the research model.
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