The Influence of Behavioral Prediction Factors and Intention in Improving 3R (Reduce, Reuse, Recycle) Household Behavior in Tanjung Mas, Semarang, Indonesia

摘要

The population growth rate of Semarang City has led to an increase of waste volume related to the high volume consumption. Based on data of waste production by the Dinas Lingkungan Hidup (DLH) or Environmental Services of Semarang City (2012 to 2016), households are the largest sector contributed to the volume of waste. In Government Regulation No. 81/2012 on Waste Management of Household, the community must be responsible for the waste. Tambak Lorok in Tanjung Mas area is classified as the area with the worst waste management in Semarang City. Therefore, there is a discourse that the government needs to develop 3R's program to increase community participation. This paper aims at understanding and identifying the determinants that influence the 3R's behavior of the community in Tanjung Mas by using the Theory Planned Behavior (TPB). The results of the present study indicated that attitude has the strongest relationship with the 3R's behavior intention and is the most significant variable. Meanwhile, subjective norm, perception of behavioral control and situational factor are insignificant. The 3R's behavior intention has a strong and significant relationship to 3R's behavior. The government should make a campaign of 3R so that people who have negative attitudes toward 3R can have an awareness and more positive attitude hence the subjective norms for 3R behavior can be established. In addition, the government also needs to provide trainings for waste recycling.