<![CDATA[The phenomenon in this study is consumer behavior in purchasing environmentally friendly packaged food in Depok City. Depok was chosen as the research location because Depok is a buffer city for Jakarta. The purpose of the study is to determine the behavior of environmentally friendly consumers in small culinary-based businesses so that they can develop policies to overcome environmental problems by utilizing the local wisdom of Depok City. The approach used in this study is a quantitative approach using structural equation modeling. The population in this study is the consumer of culinary-based small businesses whose numbers cannot be known. Samples were taken as many as 120 consumers who were determined by the purposive sampling technique. The results of data analysis concluded that subjective norms have a strong and significant influence on the purchase intention of environmentally friendly packaged food. In addition, the variables of attitude, subjective norm, and perceived behavioral control have an effect of 78% on the intention to buy environmentally friendly packaged food in Depok City. The subjective norm variable has the strongest and most significant influence on the intention to buy food in environmentally friendly packaging in Depok City. It is hoped that the written suggestions can provide input to the Depok city government to make Depok a Zero Waste city.Fenomena masalah dalam penelitian ini yaitu perilaku konsumen dalam niat beli makanan berkemasan ramah lingkungan di Kota Depok. Tujuan penelitian yaitu untuk mengetahui perilaku konsumen ramah lingkungan pada usaha kecil berbasis kuliner sehingga dapat mengembangkan kebijakan untuk mengatasi permasalahan lingkungan. Pendekatan yang digunakan pada penelitian ini yaitu pendekatan kuantitatif dengan menggunakan structural equation modelling. Populasi pada penelitian ini yaitu konsumen usaha kecil berbasis kuliner yang tidak dapat diketahui jumlahnya. Sampel diambil sebanyak 120 konsumen yang ditentukan dengan teknik purposive sampling. Hasil analisis data menyimpulkan bahwa subjective norm memiliki pengaruh yang kuat dan signifikan terhadap niat beli makanan berkemasan ramah lingkungan. Selain itu variabel attitude, subjective norm dan perceived behavioral control berpengaruh sebesar 78% terhadap niat beli makanan berkemasan ramah lingkungan di Kota Depok. Variabel subjective norm memiliki pengaruh yang paling kuat dan signifikan terhadakanp niat beli makanan dalam kemasan ramah lingkungan di Kota Depok. Diharapkan saran yang ditulis dapat memberikan masukan kepada pemerintah kota Depok untuk menjadikan kota Depok sebagai kota yang Zero Waste.]]>
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