MILLENNIAL GENERATION CUSTOMER'S PERCEPTION TOWARD ECO-FRIENDLY PRODUCTS IN INDONESIA

• Main Author: DANU HAPSARI 29116254, TIYAS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31344
• Institution: Institut Teknologi Bandung

Indonesia has many creative industries that utilize the waste materials to generate a product. Most of creative products using waste materials are more expensive than the conventional because they need more time to produce and have difficulty in the process. It is contrary to the customer’s demand. Price and quality are supposed to be the customer’s consideration although it has value added or not. This research study tries to find out the customer’s perceptions toward eco-friendly products made from waste materials and how much money they are willing to pay. <br /> <br /> This research is using quantitative and qualitative approach. Quantitative analysis on this research is done by questionnaire that is distributed to the three big cities in Indonesia as representative of Indonesian population. The population consists of 150 millennial generations (born in 1980 to 2000). After getting the result from the questionnaire, the qualitative approach is applied by interviewing three respondents as representative to confirm the result of the questionnaire. The hypothesizes are used to see the influences of Eco-friendly Product Awareness and Perceived Price and Quality of Eco-friendly products toward Purchase Intention, and the influence Purchase Intention toward Willingness to Pay. <br /> <br /> The result of the study highlight that the customers would like to pay eco-friendly products in the price of 5% to 10% higher than the conventional products and the quality is supposed to be competitive just like the conventional products. Hypothesizes are accepted proven that Eco-friendly product awareness and Perceived Price and Quality influence Purchase Intention, and Purchase Intention influences Willingness to Pay. <br />