THE INFLUENCE OF ENVIRONMENTAL AWARENESS ON PURCHASE INTENTION IN BUYING FMCG PRODUCT
As the environmental conditions worsen, but on the other hand, the fast-moving consumer goods (FMCG) industry in Indonesia, are contributing in environmental damage, because the majority of plastic waste is produced by the FMCG producers. Whereas most people are aware of environmental issues, and...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/61157 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | As the environmental conditions worsen, but on the other hand, the fast-moving consumer goods
(FMCG) industry in Indonesia, are contributing in environmental damage, because the majority of
plastic waste is produced by the FMCG producers. Whereas most people are aware of environmental
issues, and values more for brands that care about the environment. In order to satisfy the consumers
which will have an impact on the sustainability of the brand or company, it is necessary to understand
the consumers behavior through the consumer’s purchase intention. Therefore, this research objective
is to identify factors that influence consumer’s purchase intentions towards green FMCG products and
analyze the role of environmental awareness on consumer purchase intentions towards green FMCG
products. This research using mixed methods, started by conducting qualitative research through indepth
interviews to find out the role of environmental awareness, and the factors that influence purchase
intentions, and being analyzed using manual coding. Followed by the quantitative research through
online survey questionnaires to validate the interview’s result, the data being analyzed using descriptive
analysis, and PLS-SEM. This research focuses on FMCG consumers who have environmental
awareness, interested in green products, and are domiciled in Greater Jakarta and Greater Bandung. The
result indicates that there are 7 factors influencing consumer’s purchase intention towards green FMCG
product, namely Attitude, Perceived Behavioral Control, Product Involvement, Green Product Quality,
Eco-label, Green Trust, and Green Brand Positioning. The role of environmental awareness influences
the purchase intention indirectly through Attitude and Perceived Behavioral Control. In addition,
Egoistic Motivation also indirectly influences purchase intention through Attitudes. Thus, the result can
be useful to make suitable strategies and encourage consumers to buy green FMCG products in order
to promote environmental protection |
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