Penerapan Studi Green Marketing pada Pengukuran Niat Memilah Sampah Berdasarkan Perbedaan Generasi dalam Mengatasi Permasalahan Sampah di Bandung Raya

Teddy Rahardian Yusuf; Hasrini Sari

doi:10.61221/jriem.v3i1.43

Authors

Teddy Rahardian Yusuf Institut Teknologi Bandung
Hasrini Sari Institut Teknologi Bandung

DOI:

https://doi.org/10.61221/jriem.v3i1.43

Keywords:

waste sorting, nostalgia, epistemic value, emotional value, place attachment, attitude

Abstract

The waste problem in Bandung City, including the ineffective waste segregation process, especially at the household level, is a significant problem. There needs to be public awareness, especially in sorting waste into organic, inorganic, and residual waste. Public awareness in managing waste requires beliefs, principles, and ethical considerations towards the environment based on the values of each individual. Nostalgia can be a medium or stimulus to foster the intention to engage in waste segregation activities or environmentally friendly practices. This research examines the influence of generational differences. Nostalgia has a different influence for each generation and becomes stronger with age. Each generation also has an influence on the values, place attachment, and attitude held by each individual. This study involved 236 respondents from the Greater Bandung area who were divided into three generational groups, namely Generation X-Baby Boomers, Generation Y, and Generation Z. The results showed that there were differences in nostalgia between generations. The results showed that there are differences in nostalgia, epistemic value, emotional value, place attachment, and attitude towards waste sorting behavior based on generation groups. This result is different for the intention to sort waste which has no difference for each generation. The government, especially the Bandung City Environmental Agency (DLHK), and profit and non-profit organizations can develop campaigns and programs that utilize nostalgia according to generation.

References

1. Ajzen, I. (1991), “The theory of planned behavior”, Organizational Behavior and Human Decision Processes, Vol. 50 No. 2, pp. 179-211.

2. Awuni, J. A., & Du, J. (2016). Sustainable consumption in Chinese cities: green purchasing intentions of young adults based on the theory of consumption values. Sustainable Development, 24(2), 124-135.

3. Bei, L. T., & Simpson, E. M. (1995). The Determinants of Consumers' Purchase Decisions for Recycled Products: An Application of Acquisition-Transaction Utility Theory. Advances in consumer research, 22(1).

4. Benito-Ostolaza, J. M., Echavarri, R., Garcia-Prado, A., & Oses-Eraso, N. (2021). Using visual stimuli to promote healthy snack choices among children. Social Science and Medicine, 270. https://doi.org/10.1016/j.socscimed.2020.113587

5. Chen, Z., Ryan, C., & Zhang, Y. (2022). Cross-generational analysis of residential place attachment to a Chinese rural destination. Journal of Sustainable Tourism, 30(4), 787–806. https://doi.org/10.1080/09669582.2021.1890095

6. Cheung, W. Y., Sedikides, C., & Wildschut, T. (2017). Nostalgia proneness and reduced prejudice. Personality and Individual Differences, 109, 89–97. https://doi.org/10.1016/j.paid.2016.12.045

7. Cho, H. (2021). How nostalgia forges place attachment and revisit intention: a moderated mediation model. Marketing Intelligence and Planning, 39(6), 856–870. https://doi.org/10.1108/MIP-01-2021-0012

8. D’Amato, A., & Herzfeldt, R. (2008). Learning orientation, organizational commitment, and talent retention across generations. Journal of Managerial Psychology, 23, 929–953.

9. De Feo, G., Ferrara, C., Iannone, V., & Parente, P. (2019). Improving the efficacy of municipal solid waste collection with a communicative approach based on easily understandable indicators. Science of the Total Environment, 651, 2380–2390. https://doi.org/10.1016/j.scitotenv.2018.10.161

10. Domegan, C. T. (2008). Social marketing: Implications for contemporary marketing practices classification scheme. Journal of Business and Industrial Marketing, 23(2), 135–141. https://doi.org/10.1108/08858620810850254

11. Gifford, R., & Nilsson, A. (2014). Personal and social factors that influence pro-environmental concern and behaviour: A review. Dalam International Journal of Psychology (Vol. 49, Nomor 3, hlm. 141–157). Wiley-Blackwell Publishing Ltd. https://doi.org/10.1002/ijop.12034

12. Gu, Q., Li, M., & Kim, S. (Sam). (2021). The role of nostalgia-evoking stimuli at nostalgia-themed restaurants in explaining benefits, consumption value and post-purchase behavioral intention. International Journal of Hospitality Management, 96. https://doi.org/10.1016/j.ijhm.2021.102955

13. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis Eighth Edition. www.cengage.com/highered

14. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) 3rd ed. Sage Publications, California.

15. Jagau, H. L., & Vyrastekova, J. (2017). Behavioral approach to food waste: an experiment. British Food Journal, 119(4), 882–894. https://doi.org/10.1108/BFJ-05-2016-0213

16. Jiang, Y., & Hong, F. (2023). Examining the relationship between customer-perceived value of night-time tourism and destination attachment among Generation Z tourists in China. Tourism Recreation Research, 48(2), 220-233.

17. Joglekar, J., & Tan, C. S. L. (2022). The impact of LinkedIn posts on employer brand perception and the mediating effects of employer attractiveness and corporate reputation. Journal of Advances in Management Research, 19(4), 624–650. https://doi.org/10.1108/JAMR-10-2021-0343

18. Juhl, J., & Biskas, M. (2023). Nostalgia: An impactful social emotion. Dalam Current Opinion in Psychology (Vol. 49). Elsevier B.V. https://doi.org/10.1016/j.copsyc.2022.101545

19. Kementerian Lingkungan Hidup (2023). KLHK Sosialisasikan Pengelolaan Sampah Mulai Dari Sumbernya, diperoleh Juni 2023, melalui situs internet: https://ppid.menlhk.go.id/siaran_pers/browse/1150

20. Lacoste-Badie, S., Gagnan, A. B., & Droulers, O. (2020). Front of pack symmetry influences visual attention. Journal of Retailing and Consumer Services, 54. https://doi.org/10.1016/j.jretconser.2019.102000

21. Levinson, D. J. (1980). Toward a conception of the adult life course. In N. J. Smelser & E. H. Erikson (Eds.), Themes of work and love in adulthood (pp. 265–289). Cambridge, MA: Harvard University Press.

22. Liu, Q., Xu, Q., Shen, X., Chen, B., & Esfahani, S. S. (2022). The Mechanism of Household Waste Sorting Behaviour—A Study of Jiaxing, China. International Journal of Environmental Research and Public Health, 19(4). https://doi.org/10.3390/ijerph19042447

23. Madoglou, A., Gkinopoulos, T., Xanthopoulos, P., & Kalamaras, D. (2017). Representations of autobiographical nostalgic memories: Generational effect, gender, nostalgia proneness and communication of nostalgic experiences. Journal of Integrated Social Sciences, 7(1), 60-88.

24. Maffei, S. T., Simacek, P. E. D. R. O., Menezes, M. D. S., & Durão, M. J. (2014). Emotional design of fashion: development and application of new tool for non-interfering research. Second.

25. Marni, S., Aliman, M., Suyono, S., Roekhan, R., dan Harsiati, T. (2020). Students’ Critical Thinking Skills Based on Gender And Knowledge Group, Journal of Turkish Science Education, 17(4), 544–560. https://doi.org/10.36681/tused.2020.44

26. McKenzie-Mohr, S., Coates, J., & McLeod, H. (2012). Responding to the needs of youth who are homeless: Calling for politicized trauma-informed intervention. Children and Youth Services Review, 34(1), 136–143. https://doi.org/10.1016/j.childyouth.2011.09.008

27. Munirah Maharum, S., Md Isa, N., Salahuddin, N., & Saad, S. (2017). The Relationship between Dimension of Consumption Value and Intention to Purchase of Green Products. The International Journal of Business & Management, (Vol. 5).

28. Prokopenko dan Ossik (2015): Green Marketing, Karaganda: KSU Publishing House, Karaganda.

29. Rakhmawati, T., Damayanti, S., Jati, R. K., & Astrini, N. J. (2023). An extended TPB model of waste-sorting intention: a case study of Indonesia. Management of Environmental Quality: An International Journal, 34(5), 1248–1268. https://doi.org/10.1108/MEQ-11-2022-0309

30. Raymond, C. M., Brown, G., & Weber, D. (2010). The measurement of place attachment: Personal, community, and environmental connections. Journal of Environmental Psychology, 30(4), 422–434. https://doi.org/10.1016/j.jenvp.2010.08.002

31. Rotem, O. S., Weinstock, M., & Greenfield, P. M. (2024). Changes in values and ways of knowing among three generations of Israeli women of Ethiopian origin. Current Research in Ecological and Social Psychology, 6. https://doi.org/10.1016/j.cresp.2024.100186

32. Sedikides, C., & Wildschut, T. (2016). Past Forward: Nostalgia as a Motivational Force. Dalam Trends in Cognitive Sciences (Vol. 20, Nomor 5, hlm. 319–321). Elsevier Ltd. https://doi.org/10.1016/j.tics.2016.01.008

33. Şener, T., Bişkin, F., & Dündar, N. (2023). The effects of perceived value, environmental concern and attitude on recycled fashion consumption. Journal of Fashion Marketing and Management, 27(4), 595–611. https://doi.org/10.1108/JFMM-01-2021-0003

34. Sindonews (2023), Pemkot Bandung Klaim Sampah yang Dibuang ke TPA Sarimukti Turun Jadi 900 Ton. Data diperoleh melalui situs internet: https://daerah.sindonews.com/read/1274661/701/pemkot-bandung-klaim-sampah-yang-dibuang-ke-tpa-sarimukti-turun-jadi-900-ton-1702357938

35. Truong, V. D., Dong, X. D., Saunders, S. G., Pham, Q., Nguyen, H., & Tran, N. A. (2021). Measuring, evaluating, and documenting social marketing impact. Dalam Journal of Social Marketing (Vol. 11, Nomor 3, hlm. 259–277). Emerald Group Holdings Ltd. https://doi.org/10.1108/JSOCM-11-2020-0224

36. Trzesniewski, K. H., & Donnellan, M. B. (2010). Rethinking “Generation Me” a study of cohort effects from 1976–2006. Perspectives on Psychological Science, 5, 58–75.

37. Twenge, J. M., & Foster, J. D. (2010). Birth cohort increases in narcissistic personality traits among American college students 1982–2009. Social Psychological and Personality Science, 1, 99–106.

38. van Tilburg, W. A. P., Sedikides, C., & Wildschut, T. (2018). Adverse Weather Evokes Nostalgia. Personality and Social Psychology Bulletin, 44(7), 984–995. https://doi.org/10.1177/0146167218756030

39. Wan, C., Shen, G. Q., & Choi, S. (2021). The place-based approach to recycling intention: Integrating place attachment into the extended theory of planned behavior. Resources, Conservation and Recycling, 169. https://doi.org/10.1016/j.resconrec.2021.105549

40. Wang, J., & Hsu, Y. (2020). The relationship of symmetry, complexity, and shape in mobile interface aesthetics, from an emotional perspective-A case study of the smartwatch. Symmetry, 12(9). https://doi.org/10.3390/SYM12091403

41. Williams, D. R., Patterson, M. E., Roggenbuck, J. W., & Watson, A. E. (1992). Beyond the commodity metaphor: Examining emotional and symbolic attachment to place. Leisure Sciences, 14(1), 29–46. https://doi.org/10.1080/01490409209513155

42. Wu, S.-I., & Chang, H.-L. (2016b). The Model of Relationship between the Perceived Values and the Purchase Behaviors toward Innovative Products. Journal of Management and Strategy, 7(2). https://doi.org/10.5430/jms.v7n2p31

43. Zhang, X., Gong, X., & Jiang, J. (2021). Dump or recycle? Nostalgia and consumer recycling behavior. Journal of Business Research, 132, 594–603. https://doi.org/10.1016/j.jbusres.2020.11.033