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Sustainable Paper Consumption: Exploring Behavioral Factors

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Author(s): Bertha Maya Sopha

Journal: Social Sciences
ISSN 2076-0760

Volume: 2;
Issue: 4;
Start page: 270;
Date: 2013;
Original page

Keywords: behavioral factors | paper consumption | Indonesian students | PLO paradox

ABSTRACT
Although the paperless office (PLO) management system has been established with the goal of paper usage reduction, demand for paper has still showed an uptrend over the years. Given the substantial pressure on forest ecosystems due to a continued increase of paper consumption, understanding the behavioral aspects of paper consumption is, therefore, required. This present paper aims at exploring the factors underlying paper consumption behavior. Empirical data was acquired through a survey of 266 Indonesian students, involving both undergraduate and postgraduate students. A theoretical model, based on the Comprehensive Action Determination Model (CADM), was tested against the empirical data. It was found that the model received reasonable support from the data. Results indicate that reducing paper consumption behavior is strongly influenced by habit and, marginally significant, by intention. Furthermore, habit formation is influenced by both normative processes and situational influences. The results, to some extent, explain the PLO paradox in a way that the PLO program should have focused on breaking the habit of paper usage instead of promoting the benefits of PLO. Introducing a paper quota and rationing (fee) to new students, as the main target, is a potential policy intervention implied from the results.

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