<![CDATA[Market revitalization is a government effort to improve trading facilities while creating a cleaner, healthier, and more comfortable market environment. However, the success of revitalization is not solely determined by physical development but also by the environmental behavior of market users. This study aims to analyze traders’ environmental responsibility, governance obstacles in market cleanliness management, and their impact on public ecological rights in the revitalized Natar Market. This research employed a qualitative approach through field observations and in-depth interviews conducted on June 6, 2026. The findings reveal that improper waste disposal behavior remains prevalent due to limited facilities, long-standing habits among traders, and the perception that cleanliness responsibility has shifted to sanitation officers because traders already pay daily cleaning fees. In addition, limitations in infrastructure and governance support have reduced the effectiveness of waste management. These findings indicate a crisis of civic virtue, suboptimal implementation of good governance principles, and threats to the community’s right to a clean and healthy environment.]]>
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