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Sustainable Paper Consumption: Exploring Behavioral Factors

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  • Bertha Maya Sopha

    ()
    (Industrial Engineering Programme, Department of Mechanical and Industrial Engineering, Gadjah Mada University (UGM), Yogyakarta 55281, Indonesia)

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    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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    File URL: http://www.mdpi.com/2076-0760/2/4/270/pdf
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    Bibliographic Info

    Article provided by MDPI, Open Access Journal in its journal Social Sciences.

    Volume (Year): 2 (2013)
    Issue (Month): 4 (November)
    Pages: 270-283

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    Handle: RePEc:gam:jscscx:v:2:y:2013:i:4:p:270-283:d:30291

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    Related research

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

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    7. Corrado Di Maria & Susana Ferreira & Emiliya Lazarova, 2010. "Shedding Light On The Light Bulb Puzzle: The Role Of Attitudes And Perceptions In The Adoption Of Energy Efficient Light Bulbs," Scottish Journal of Political Economy, Scottish Economic Society, vol. 57(1), pages 48-67, 02.
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