Zero-Waste Store Development and Consumer Behavior in Bali, Indonesia: An Analysis of Environmental Consciousness and Purchase Decision Factors

The global environmental crisis has prompted citizens worldwide to adopt eco-friendly lifestyles and has given rise to various environmental movements and businesses within communities. One such movement is the zero-waste concept, which has also evolved into a business model. However, this concept exhibits several shortcomings and doesn’t entirely align with the preferences of Indonesian consumers. Nevertheless, zero-waste stores have started emerging in Indonesia, particularly in Bali, with over 37 such stores nationwide, including seven in Bali, all embracing the zero-waste approach. Consequently, local consumer engagement has been on the rise. This suggests opportunities for local consumers to patronize zero-waste stores and facilitate the growth of this concept. The objective of this study is to identify the factors influencing purchasing decisions at zero-waste stores, using a quantitative methodology and the confirmatory factor analysis technique, with a sample of 80 respondents. The study analyzes various consumer behavior variables and marketing stimuli, encompassing eight sub-variables with 16 indicators. The findings reveal that only 15 indicators could be effectively analyzed, resulting in the identification of five key factors that influence consumer purchasing decisions in zero-waste concept stores which are social influence, promotion and product, quality, location, and economic circumstances.