| Summary: | Managing solid waste is essential to safeguard the environment to ensure its sustainability and
consumer quality of life. Consumers can achieve a systematic waste management plan through
a strategic zero waste framework. This far-sighted concept is based on the hierarchy of waste
management that advocates avoiding excessive consumption, minimizing waste, maximizing
recycling and practicing composting so that landfill disposal will be the last option. This study
aims to determine the attitude, perceived behaviour control, subjective norms and self-identity
as the predictors of zero waste behaviour of consumers. A total of 400 respondents in the Klang
Valley area were chosen through stratified random sampling. A self-administered
questionnaire was used in collecting the data. The Pearson correlation analysis found that
attitude, perceived behaviour control, subjective norm and self-identity had significant
relationships with zero waste behaviour. The multiple regression analysis showed that selfidentity is the strongest predictive factor in consumer zero waste behaviour. The findings are
beneficial, especially to the relevant agencies that manage solid waste to improve relevant
policies and programs. The programs should strengthen consumer self-identity while
enhancing their responsibility and commitment to behaviour towards zero waste.
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