Analyzing Factors Affecting Customer Purchasing Behaviour Toward Waste Management Service in Indonesia

Green attitude-behavior gap’ is often found in the sustainable industry nowadays; where attitude toward action high but not following with purchasing action. This research will help Satu Bumi as a startup that running on to identify elements and factors are determinants purchase behaviors waste management services among Indonesia consumers craft most suitable recommendation for business towards actual determinant Consumers Waste Management behavior. Using multiple linear regression, this study involved 200 Indonesians who had already used management, right now using services, future have desire use samples. From in-depth research, it was five influence are: support environmental organizations, sustainability purchasing, knowledge of concerns, concern environment, subjective norms. But other side, perceived marketplace one variable rejected. The findings also accompanied by recommendations strategy avoid implications ‘Green attitude-behaviour gap’-which has been overgrowing these projected service can able grab Indonesian market become profitable business.