Reverse logistics toward a circular economy: Consumer behavioral intention toward polyethylene terephthalate (PET) recycling in Indonesia

Indonesia has the second-highest level of ocean plastic pollution. Polyethylene terephthalate (PET) plastic, used in food and beverage packaging, is the most accessible plastic for recycling. Recycling PET plastic waste can address the issue of waste management and support a circular economy, while protecting the environment. However, consumer participation is crucial for maintaining recycling programs. In this study, we determined the driving forces of customer participation with respect to post-consumption PET waste. The Theory of Planned Behavior (TPB) was used to understand the factors that motivate the consumers’ recycling intentions. We conducted a survey to assess the post-consumption behavior related to PET usage (with 294 respondents), using a questionnaire; to analyze the survey results, we used a structural equation model with partial least squares (SEM-PLS). The attitudes, moral norms, and consequence awareness of the consumers significantly affected their recycling intentions. Perceived behavior and subjective norms did not affect this desire. In Indonesia, consumer behavior after PET consumption primarily involves disposal. This study improves the understanding of consumer behavior and can help businesses and governments to implement strategies that encourage consumers to return used PET goods. In addition, this study enriches the literature on reverse logistics from a consumer perspective.