The Impact of Attitudes Toward the #BersihPastiUntung Campaign and Subjective Norms of Recycling on High School Students’ Intentions to Participate in Recycling Programs

Abstract

The #BersihPastiUntung campaign, designed by PT. Mountrash Avatar Indonesia, aims to increase high school students’ participation in recycling programs through education on waste sorting. This study analyzes the impact of attitudes toward the campaign (X1) and subjective norms of recycling (X2) on students’ intentions to participate in recycling programs (Y) using the Theory of Reasoned Action (TRA) framework. The research was conducted at SMAN 72, SMAN 75, and SMAN 18 Jakarta, involving 173 students who had participated in the campaign more than twice, using a simple linear regression method. The results show that attitudes toward the campaign significantly impact students’ intentions, with a significance value of 0,000, explaining 26,9% of the variation in their intentions to participate. Subjective norms also have a significant influence, with a significance value of 0,000, accounting for 46% of the variation in students’ intentions. These findings indicate that positive campaign messages effectively raise students’ awareness of the importance of waste sorting, while social encouragement from family, friends, and teachers plays a crucial role in fostering students’ commitment to actively engage in recycling programs. This study highlights the importance of effective communication in campaigns and social encouragement to motivate proenvironmental behavior among students. The results provide practical insights for developing more effective educational campaign strategies to encourage youth participation in recycling programs.