<![CDATA[This study aims to analyze the influence of attitudes toward eco-friendly products on plastic waste reduction behavior in Sukabumi, with green consumer behavior as a mediating variable. quantitative explanatory approach was employed. Data were collected using Likert-scale questionnaires from respondents selected through purposive sampling, with the minimum sample size determined via the Lemeshow formula.. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The structural model testing reveals that attitudes toward eco-friendly products have a positive and significant effect on both green consumer behavior and plastic waste reduction behavior. Additionally, green consumer behavior is proven to significantly and positively influence plastic waste reduction. The mediation analysis confirms that green consumer behavior successfully and significantly mediates the relationship between eco-friendly attitudes and actual plastic waste reduction. These findings offer strategic implications for local government and stakeholders in Sukabumi to design behavioral change campaigns based on environmental conservation to independently reduce single-use plastic waste generation directly from its source.]]>
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