This study examines the perceptions and behavior of traders and buyers regarding the policy to reduce single-use plastic bags at Pasar Koga, Bandar Lampung. Using a qualitative descriptive approach, data were collected through interviews and direct observation. The results indicate that most informants were aware of the policy and generally supported it because of its environmental benefits. However, its implementation remains suboptimal due to consumers' habit of relying on plastic bags, additional costs for traders, and limited government outreach. Therefore, stronger public education, continuous socialization, and regulatory support are needed to enhance the effectiveness of the policy in traditional markets.
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