<![CDATA[Waste generation in mountain tourism areas has become a critical environmental issue, driven by increasing visitor numbers and the dominance of single-use packaging. However, limited attention has been given to how hikers' consumption preferences shape waste patterns. This study aims to analyze these preferences using a brand audit approach to support eco-friendly packaging innovation. A descriptive quantitative method was applied through surveys and checklist observations involving 180 hikers along the Tetebatu hiking trail, Mount Rinjani National Park. Data were analyzed using frequency and percentage distributions. The results show that hikers predominantly prefer practical, ready-to-use products such as snacks, instant food, and bottled mineral water, which dominate the waste stream. A key finding reveals that waste generation is highly concentrated within a small number of dominant brands, indicating that specific producers disproportionately drive environmental impacts. This demonstrates that hikers' preferences significantly influence both the type and persistence of waste in mountain ecosystems. The study highlights that brand audit provides a strategic link between consumption behavior and environmental impact, offering a targeted basis for eco-friendly packaging innovation. This research contributes to sustainable tourism by emphasizing upstream interventions through product and packaging redesign, supported by collaboration among producers, policymakers, and conservation authorities.]]>
