The Effect of Green Marketing of Plastic Bag Ban Policy in Modern Retail Stores on Consumer Green Behavior in Bogor City

Abstract

The plastic bag ban policy in every modern retail store is a policy made by the Bogor City Government to reduce plastic waste and encourage an environmentally friendly lifestyle. This policy is stipulated in the Bogor Mayoral Regulation Number 61 of 2018. The policy marketing can be carried out by green marketing process. This study aimed to identify the public response regarding the use of their shopping bags, to identify consumer perception of the plastic bag ban policy, and to identify the effect of green marketing of plastic bag ban policy on green behavior in Bogor City. Primary data was obtained through questionnaire and secondary data were obtained from the archive of Bogor Industry and Trade Department. Data were analyzed using descriptive analysis and structural equation models. The results indicated that after the policy was implemented, more consumers were willing to reduce the use of plastic bags and bring their shopping bags. The green marketing process which had a significant effect on green behavior was to know your customer, empowering the customer and reassure the buyer.