ANALYSIS OF HOUSEHOLDS’ ATTITUDE TOWARDSWASTE SEGREGATION

Abstract

As consumption and production increase, waste problems emerge since the consumption is not followed by the proper
post-consumption activities such as waste management. Today waste management becomes a current issue in various
field studies, including marketing. This descriptive research aims to analyze the cognitive, affective, conative attitudes
of households towards waste segregation. The primary data are collected from 100 households which are drawn with
convenience technique. The descriptive data are analyzed by using five boxes index analysis method. The findings
prove that the cognitive attitude has a very high index value. It means that samples have knowledge and belief on the
importance of the waste segregation and for family, other people and environment. The affective attitudes shows a low
index, indicating that most of the respondents feel uncomfortable in doing waste segregation due to some reasons.
Conative attitude has a high index values, reveals that most of the respondents have a positive tendency to do the waste
segregation regularly, educate and invite family and other people to do waste segregation. This research is expected to
bring significant contributions for understanding the disposal attitude and provide insight for developing a more
effective waste management campaign.
Keywords: attitudes, cognitive, affective, conative, waste segregation, disposal, household