Indonesia has a serious problem with waste. The use of plastic bags in Indonesia reaches 700 bags/person/year. KLHK data shows that Indonesia produces 10.95 million pieces of plastic bag waste/year/100 outlets. One way that the government has taken to reduce the accumulation of plastic waste and encourage the use of bags made from recycled materials in the retail industry is to apply paid plastic bags in supermarkets/minimarkets since March 1, 2019. This policy is in line with the mandate of Law No. 18 of 2008. However, the policy answers the wrong question, because it is only intended for retail and modern markets. This article will discuss how consumer behavior responds to the paid plastic bag policy in the modern market.

This research using a qualitative approach was conducted in Makassar City. Those who participate in this research are consumers of modern markets because only modern markets run paid plastic bags. They vary by gender, age, and social status.

The results of this study indicate that the paid plastic bag policy has not been effective. This is because the price of plastic bags is still very cheap, namely Rp. 200, - per plastic bag. Thus, even if consumers shop for 5 to 10 plastic bags when shopping, consumers only pay Rp.1,000, to Rp. 2,000, - an insignificant amount of money. Therefore, let alone refuse to use paid plastic bags, they actually like it when they use plastic bags, even ask the cashier for additional plastics. In fact, supermarkets/minimarkets provide other alternatives for wrapping groceries other than plastic bags for free. Nearly 90% of consumers who come to shop still use paid plastic bags. Only those who shop for small items do not use paid plastic bags. The application of paid plastic bags requires more progressive behavioral and policy changes.