EDUCATION OF RURAL SOCIETY INFLUENCES GREEN BEHAVIOR IN DISPOSING FOOD PACKAGING

Abstract

Green consumer behavior avoids using the products that have a negative impact on human health and the environment. The study aimed to analyze the consumer’s attitudes, choice, and disposal behaviour of the food packaging. These analysis compared the society based on their education, both on rural and urban societies. Data were collected from Desa Sidodadi (rural) at Ngantang Subdistrict and Kelurahan Tunggulwulung (urban) at Lowokwaru Subdistrict, both places are parts of Malang Regency, East Java, Indonesia. The Mann-Whitney test was used to compare all indicators between higher and lower education. The results showed that the three indicators (attitude, packaging choice and disposal behavior) were significantly different between higher and lower education on rural society. Meanwhile, they were not significantly different on the urban society. The majority of people in rural and urban areas show a good response in protecting the environment. Such condition represented that the consumption activities have considered the environmental sustainability. Therefore, the business activities also should comprihend green consumers. Food producers have to developt green food products and the green packaging, while government should developt society to become more environmentally friendly and minimize waste.