JAPANESE CONSUMERS’ BEHAVIORAL INTENTION AND VALUES TOWARD FUROSHIKI AS A PACKAGING FOR FOOD PRODUCTS

• Main Author: JESSICA (19014074), ALIA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/20941
• Institution: Institut Teknologi Bandung

Packaging is an integral aspect of a product because it can be used to influence the consumer to purchase the product. One of the countries in the world that are known for its packaging design is Japan. However, Japan has been facing the problem of over packaging because the products in Japan are using excessive packaging materials, especially paper and plastic based packaging. One of the ways to alleviate the problem of excessive waste is to use a more environmentally friendly packaging material. Furoshiki is a square-shaped cloth that can be used to wrap various objects and it can be reused several times. In that sense, this study would like to analyze the Japanese packaged food consumers’ attitude toward Furoshiki and compare the result with their attitude toward paper and plastic based packaging. This study will measure the Japanese packaged food consumers’ attitude using the Theory of Reasoned Action model to measure the Japanese consumers’ behavioral intention to purchase Furoshiki. Furthermore, this study will also explore the Japanese packaged food consumers’ values using Kahle’s List of Values as an additional evaluation factor to measure their behavior. This research was conducted by distributing online questionnaire to Japanese packaged food consumers, especially consumers living in the Kansai region. The data was analyzed using Microsoft Excel, SPSS and assessed through Factor Analysis and Regression Analysis.