PENGARUH ENVIRONMENTAL AWARENESS TERHADAP INTENSI MEMILAH SAMPAH PADA PENGELOLA KAFE DI MALANG RAYA

The rapid growth of cafes contributed to waste production in the Malang Raya region, making the role of cafe managers crucial in addressing waste management issues. Measuring waste management behaviors, such as waste classification, is a difficult task. Therefore, this study focused on intention, which served as a predictor of waste classification behavior itself. The research used the Theory of Planned Behavior (TPB) as a foundation to understand the intention to classify waste. Environmental awareness factor were assessed as an essential variables in comprehending the intention to classify waste. The aim of this research was to examine the effect of environmental awareness on waste classification intention. The research adopted a quantitative correlational approach, involving 103 cafe managers in the Malang Raya region recruited through purposive sampling. The study employed the environmental consciousness scale (0.798) and waste classification intention scale (0.783). Data analysis utilized simple linear regression, revealing a significant positive influence (r = 0.410; p < 0.001). This implied that higher environmental awareness corresponded to higher waste sorting intentions. However, the contribution of environmental awareness to waste sorting intentions was measured at 16.8%. This research was expected to provide both theoretical and practical contributions to enhance environmental sustainability in the cafe business sector.