ANALYSIS OF ENVIRONMENTAL VALUES INFLUENCE AGAINST CONSUMER PURCHASING BEHAVIOR ON ENVIRONMENTAL FRIENDLY PRODUCT

• Main Author: HELENA TERISNO (NIM : 29108032); Pembimbing : Ir. Evo S. Hariandja, MM, NATALIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16662
• Institution: Institut Teknologi Bandung

World of environmental consciousness began to resonate and become the center of attention as the climate changes due to global warming makes the weather uncertain and the number of natural disasters. The growth of environment was brought social problems due to the close relationship between environmental quality and preserving natural resources in conditions of social life. So many environmental problems that arise related to human consumption, then the issue of nature protection has become the discussion until the consumer level. Consumers then required take responsibility for reducing environmental damage through the consumption of <br /> <br /> <br /> products environmental friendly. The purpose of this study is to determine the most important attributes in influencing consumer buying behavior of environmental friendly products using multiple paradigms with two <br /> <br /> <br /> dependent variables, so as to provide feedback to companies that market environmental friendly products. Research methods used in this study is associative through questionnaires to 221 respondents which are residents of Bandung in 2008 aged 15-54 years. Based on data gathered from the field, with a double paradigm statistical tests with two dependent variables, concluded that high environmental belief and supported by product performance of environmental friendly products that highlight the benefits of the product is a <br /> <br /> <br /> factor that greatly affects consumer purchase behavior toward environmental friendly products. The end result of this research is a proposed action plan for the marketing of environmental friendly products that are expected to contribute in winning the environmental friendly product sales.