DETERMINING FACTORS THAT INFLUENCE INDONESIAN CONSUMERS’ SUSTAINABLE PURCHASE BEHAVIOR (CASE STUDY OF DOSOON)

• Main Author: Yusuf Bagaskoro, Glenito
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57699
• Institution: Institut Teknologi Bandung

Consumer demand for goods and services has expanded dramatically over the years, and this extravagant consumption by society causes many problems to the environment and society. Regardless of the facts, people’s awareness and intention to buy sustainable products and services have started to increase in recent decades, as a form of awareness of the existing problems. However, it has been discovered that this increased intention has not transformed into actual purchases, previous research has found a poor correlation between consumers’ positive attitudes on sustainable purchasing and their actual purchasing behavior. This study aims to identify factors that influence consumers’ sustainable purchase behaviors and generate marketing approach recommendations from them, so that it is expected to encourage and convert Dosoon’s target market’s intention to apply sustainable purchase behavior into actual activities. A survey has been done on 150 people, consisting of Millennials and Generation Z in Jabodetabek, Yogyakarta, and Bandung with the utilization of Social Cognitive Theory (SCT), and Confirmatory Factor Analysis (CFA) was used to examine the results. The results show that Supportive Behavior for Environmental Organizations and Perceived knowledge about sustainability issues are the two most significant factors influencing consumers’ sustainable behavior, besides that, Perceived Marketplace Influence is the only variable that is proven not positively influencing consumer sustainable behavior. These findings can be utilized to generate marketing approach recommendations for Dosoon and other SMEs in Indonesia which applied sustainability value, by taking more attention to the variables that have proven to have a significant influence on consumers’ sustainable purchase behavior.