The Influence of Consumer Knowledge and Green Advertising on the Decision to Use Plastic Bags (Case Study at Superindo Ujung Berung, Bandung CityIndonesia)

Abstract

— Plastic bags are very dangerous for the environment at large and for human health directly. The
purpose of this study was to find out whether consumer knowledge about the dangers of plastic and green
advertisement activities will have an impact on consumer decisions to use plastic bags. The research method
used in this research is descriptive-verification using data sources, namely secondary data and primary data.
The results showed that (1) consumers know the dangers of using plastic bags but do not believe the bad
effects will befall them directly, (2) the implementation of green advertising has been well implemented but
is still lacking in terms of program variation, (3) the level of use of plastic bags still quite high, namely 61%,
and (4) consumer knowledge and green marketing have not been able to significantly influence the reduction
in the use of plastic bags. Suggestions from the research results, especially for Superindo Ujung Berung, are
(1) consumers still need to be educated and believed more about the dangers of using plastic bags and (2)
green advertising programs need to be more varied and intensive in their application.