Predictors of Pro-environmental Behavior of Traditional Market Traders in West Sumatra, Indonesia
Keywords:Pro-environmental behavior, tradional market, trader.
Background: Environmental sanitation in the market is important because that is where buying and selling
takes place and often takes the form of direct consumption of goods and services. The market environment,
especially in developing countries, is polluted due to social error, improper disposal of domestic wastewater,
poor sewage disposal, open defecation and unhygienic sanitation practices.
Aims: This study aims to assess predictors of pro-environmental behavior of traditional market traders in
West Sumatra, Indonesia.
Materials and Method: The theory of planned behaviour becomes a reference in this research. The
population of the study were traders in Nanggalo Market, Padang City and Ibuh Market, Payakumbuh City.
The dependent variable is the pro-environmental behavior of market traders and the independent variable
consists of attitude, subjective norm, and perceived behavior control.
Conclusions: Subjective norms and perceived behavioral control are predictors of pro-environmental
behavior of traditional market traders.
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