Abstract. The success of trash bank program to reduce negative impact of waste determined by community participation. Personal norm activation plays an important role for stimulating individual motivation to engage on trash bank program. The purpose of study is to examine antecedents and consequences of personal norms in pro environmental behavior context. Research location in Banyumas regency area. Data mining are done through surveys by purposive sampling technique. The respondents are trash bank's customers. Data were analyzed using structural equation modeling (SEM). The results showed that ascription of responsibility, subjective norm, and ability significantly effect on activation process of personal norms. Furthermore, personal norms and ability significantly positive effect on community participation on trash bank.Key words: norm, social marketing, subjective, participation, trash bank, civic.Abstrak. Keberhasilan program bank sampah untuk mengurangi dampak negatif dari sampah ditentukan oleh partisipasi masyarakat. Pengaktivasian norma personal berperan penting dalam mendorong motivasi untuk terlibat pada bank sampah. Tujuan penelitian ini adalah menguji anteseden dan konsekuensi dari norma personal dalam konteks perilaku pro lingkungan. Lokasi Penelitian di wilayah Kabupaten Banyumas. Penggalian data dilakukan melalui survei dengan teknik penyampelan purposive sampling. Responden penelitian ini adalah nasabah bank sampah. Data dianalisis dengan menggunakan structural equation modeling. Hasil penelitian menunjukkan bahwa anggapan tanggung jawab, norma subjektif, dan kemampuan berpengaruh signifikan pada proses pengaktivasian norma personal. Lebih lanjut, norma personal dan kemampuan memiliki pengaruh positif pada partisipasi masyarakat pada program bank sampah.Kata Kunci: norma, pemasaran sosial, subjektif, bank sampah, masyarakat.

This study aims to identify research gaps on green purchasing topics and proposes several recommendations for future research. To explain the phenomenon of green products  purchase, this study uses Theory of Planned Behavior (TPB) in framework. The research uses a  qualitative method approach by conducting a review of articles that traced through four popular journal providers: Ebsco, J-Stors, Proquest and Emeraldinsight. A literature search process held between April, 2015 until Juni, 2015 and resulted on 67 chosen articles. The outcome of the review identified four theoretical gaps, two  methodological gaps and one practical gap.