Consumer Behavior Towards Environmental Policy for Paid Plastic Shopping Bags in Traditional Markets of Padang City

This research aims to analyze the characteristics of consumer behavior regarding the use of shopping bags and the factors that influence it based on an environmental approach. The method in this research is based on ten (10) factors from the Theory of Planned Behavior (TPB) model to understand the behavior of carrying shopping bags instead of using plastic bags based on ten (10) variables namely; 1) Attitude (AT); 2) Subjective Norms (SN); 3) Perceived Behavioral Control (PBC); 4) Environmental Concern (EC); 5) Personal Norms (PN); 6) Response Efficacy (RE); 7) Self-efficacy (SE); 8) Behavioral Intention (BI); 9) Anti-Plastic Bag Behavior (APB); and 10) Behavioral Willingness (BW). The results show a significant relationship between trustworthy AT, SN, PBC, EC, PN, and SE. This is evident from the significance value (sig) which is less than 0.05, indicating a fairly high level of confidence. Overall, the results of the research provide a better understanding of the factors that influence consumer decisions in carrying shopping bags, especially among BI consumers. The implications of these findings can be used as a basis for developing more effective strategies for promoting more eco-friendly and sustainable behavior in the future.