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The growing behavior of consumerism has proven to be significant in contributing to waste that damages ecosystems. However, recently there has been groups of people who adopted zero waste behavior in order to reduced waste. This behavior is focused on the balance in the relationship between humans and nature and humans ecological awareness. This zero waste behavior has begun to develop in western countries and was introduced by influencers and then followed by others. Many previous studies have linked zero waste movement with green behavior, green products and green economics, but few has been done on the role of local wisdom and ecological awareness as antecedents of zero waste behavior. This article fills this gap.

 

Using qualitative approach, this study combined in-depth interview and observation  as data collection methods to explore the role of local wisdom and ecological awareness in shaping zero waste behavior. The study involved 10 informants. They are varied on the basis of age, gender, and income.

 

The study indicates that the concept of zero waste is a derivative concept of voluntary simplicity that has existed since the 1950s and developed as behavior. Local wisdom, ecological awareness, health awareness, income, and access to information are various aspects that influence the formation of zero waste behavior. Even so, the obstacles in implementing zero waste behavior arises such as time efficiency because zero waste behavior is considered impractical and took longer time  also the cost of supporting materials to apply zero waste, such as household products, skin care products and natural cosmetics, and clothing products made of sustainable materials are relatively expensive. Thus, to practice this zero waste behavior is costly. This study also found that women are more prone to adopt zero waste behavior than men