| Summary: | Solid waste management has become one of Malaysia’s critical environmental issues. The increase of generation of waste and the high cost in its management is a challenge to the authorities. The study is aimed at determining the level of self-identity and subjective norm towards zero waste behaviour among consumers in Klang Valley. A total of 400 respondents were selected through multi-stage random sampling in this study. The survey was conducted using self-administered questionnaire to obtain information on the respondents’ socio-demographic background, self-identity, subjective norms and zero waste behaviour. Research findings show that respondents’ level of self-identity, subjective norms and zero waste behaviour were moderate. The results show that zero waste behaviour significantly correlates with self-identity (r=0.490*, p<0.01) and subjective norm (r=0.463*, p<0.01). The variables used in this study contributed 29.7% towards the model. Multiple regression result found that self-identity is the most significant factor to influence consumer behaviour towards zero waste. Therefore, appropriate effective strategies to build a strong self-identity towards environment should be developed by the relevant authorities to enhance zero waste behaviour among the consumers.
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