<![CDATA[Background: Household plastic waste management in coastal areas remains a challenge due to the low implementation of the 3R principles (Reduce, Reuse, Recycle). The Theory of Planned Behavior (TPB) can be used to explain the factors influencing waste management behavior. Objective: To analyze the influence of TPB constructs on household plastic waste management behavior in coastal areas. Methods: A quantitative study with a cross-sectional design was conducted in Bajo Village, Tilamuta District, Boalemo Regency, Gorontalo. The sample consisted of 185 households selected using simple random sampling. Data were collected through questionnaires and analyzed using path analysis with a significance level of 5%. Results: Attitude toward Behavior (p = 0.003), Subjective Norm (p < 0.001), and Perceived Behavioral Control (p < 0.001) had significant effects on Behavioral Intention. Furthermore, Perceived Behavioral Control (p = 0.008) and Behavioral Intention (p = 0.049) significantly influenced plastic waste management behavior. Most TPB indicators and 3R behaviors showed significant effects, except for support for waste management regulations or policies, the reuse of plastic bottles, and participation in community recycling activities. Conclusion: TPB effectively explains household plastic waste management behavior in coastal areas, with Perceived Behavioral Control emerging as the most dominant factor in shaping both behavioral intentions and actual behavior.]]>
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