IDENTIFYING FACTORS AFFECTING PURCHASE INTENTION TOWARD GREEN FEED PRODUCTS: A STUDY CASE OF GIANTREE
Last few years, consumers globally have increased the consumption of green feed products. The Indonesian Ministry of Communication and Information stated that in 2021 Indonesia will have strength in green products and green economy both in terms of production, distribution and consumption. Supported...
Saved in:
| Main Author: | |
|---|---|
| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/57987 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Last few years, consumers globally have increased the consumption of green feed products. The Indonesian Ministry of Communication and Information stated that in 2021 Indonesia will have strength in green products and green economy both in terms of production, distribution and consumption. Supported with the growth of feed production in Indonesia is quite prospective and progressive with increasing by 5.33% on average every year. This potential is exploited by Giantree, a startup that produces green feed products which unfortunately almost 2 years since the first product was launched has very small sales and did not reach the sales target. Meanwhile, they have carried out various marketing strategies to promote their products.
Not achieving the sales target indicates that there is a problem in the promotion strategy and the first step is to make the right promotions by identifying the factors affecting customers. The aim of this research is to identify the factors influencing the purchase intention of green feed products. The design of this research is adapted from the Theory Planned Behavior (TPB) is modified by adding other predictor variables to better suit the context of the research and enhance its capacity. This research uses PLS-SEM to assess the relationship between variables. Total 161 respondents of this research are who have an interest in purchasing green feed products. The results show that there are four factors influencing purchase intention: perceived behavioral control, subjective norm, willingness to pay, and attitude. The most influential factor is perceived behavioral control. This research helps business owners to better understand the factors influencing purchase intention specifically in the context of green feed products to make planning strategies for the right promotions. |
|---|