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

Penulis

Teddy Rahardian Yusuf Institut Teknologi Bandung
Hasrini Sari Institut Teknologi Bandung

DOI:

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

Kata Kunci:

pemilahan sampah, nostalgia, nilai epistemik, nilai emosional, keterikatan tempat, sikap

Abstrak

Permasalahan sampah di Kota Bandung, termasuk proses pemilahan sampah yang belum efektif, terutama di tingkat rumah tangga, merupakan masalah yang cukup signifikan. Perlu adanya kesadaran masyarakat, terutama dalam memilah sampah menjadi sampah organik, anorganik, dan residu. Kesadaran masyarakat dalam mengelola sampah membutuhkan keyakinan, prinsip, dan pertimbangan etika terhadap lingkungan berdasarkan nilai-nilai yang dianut masing-masing individu. Nostalgia dapat menjadi media atau stimulus untuk menumbuhkan niat untuk terlibat dalam kegiatan pemilahan sampah atau praktik-praktik yang ramah lingkungan. Penelitian ini meneliti pengaruh perbedaan generasi. Nostalgia memiliki pengaruh yang berbeda untuk setiap generasi dan menjadi lebih kuat seiring bertambahnya usia. Setiap generasi juga memiliki pengaruh untuk nilai, keterikatan tempat, dan attitude yang dimiliki oleh setiap individu. Penelitian ini melibatkan 236 responden dari wilayah Bandung Raya yang dibedakan menjadi tiga kelompok generasi yaitu Generasi X-Baby Boomers, Generasi Y, dan Generasi Z. Hasil penelitian menunjukkan bahwa terdapat perbedaan nostalgia, nilai epistemik, nilai emosional, keterikatan tempat, dan sikap terhadap perilaku pemilahan sampah berdasarkan kelompok generasi. Hasil ini berbeda untuk niat dalam memilah sampah yang tidak memiliki perbedaan untuk setiap generasi. Pemerintah, khususnya Dinas Lingkungan Hidup Kota Bandung (DLHK), dan organisasi profit dan non-profit dapat mengembangkan kampanye dan program yang memanfaatkan nostalgia sesuai generasi.

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