Environmental damage due to plastic waste is very worrying, Indonesia is the second largest
country in the world that supplies plastic waste to the sea after China. One of the prevention
efforts is to re-duce the use of plastic shopping bags originating fromthe modern retail industry.
This study aims to determine and analyze the effect of green marketing, green E-WOM on
green consumer behavior of reducing plastic bags, and green consumer satisfaction and the
intention to use zero plastic bags as intervening variables, either partially or simultaneously.
This type of research is quantitative associative research with an explanatory approach. The
population in this study are consumers who shop at modern retail in Tangerang City. The
sample is 98 respondents. The sampling method used is purposive sampling. Data was collected
using a survey method with questionnaires distributed via the G-Form electronically. The
data obtained were collected and then tested the hypothesis using smart-PLS software. The
results showed that green marketing and green E-WOM had a positive and significant effect
on green consumer behavior of reducing plastic bags and green consumer satisfaction and
intention to use zero plastic bags as intervening variables, either partially or simultaneously.
These findingsserve as input for environmental agencies and industry players to understand
the factors that influence green consumer behavior in reducing plastic bags.