<![CDATA[The increasing use of single-use plastic bags requires behavioral interventions that encourage individuals to adopt reusable alternatives through the Bring Your Own Bag (BYOB) practice. Understanding the psychological factors that shape BYOB intention and actual behavior is therefore important for strengthening environmentally oriented public policies. This study examines the effects of Environmental Awareness, Attitude Toward Behavior, Subjective Norms, and Perceived Behavioral Control on BYOB Actual Behavior, with BYOB Intention serving as a mediating variable. A quantitative explanatory design was employed involving 285 respondents aged 17 years and above. Data were collected through structured questionnaires using a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that Environmental Awareness, Attitude Toward Behavior, Subjective Norms, and Perceived Behavioral Control significantly influence BYOB Intention, while BYOB Intention and Perceived Behavioral Control significantly influence BYOB Actual Behavior. Environmental Awareness, Attitude Toward Behavior, and Perceived Behavioral Control also significantly affect BYOB Actual Behavior through BYOB Intention, whereas the indirect effect of Subjective Norms is not significant. These findings highlight the importance of strengthening environmental awareness, positive attitudes, perceived behavioral control, and behavioral intention through practical and community-oriented interventions to encourage sustained BYOB practices.]]>
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