THE INFLUENCE OF ENVIRONMENTAL AWARENESS IN CONSUMER TOWARDS PURCHASE INTENTION FOR ENVIRONMENTALLY FRIENDLY DETERGENT

• Main Author: Maitsaa Anwar, Salma
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66949
• Institution: Institut Teknologi Bandung

Environment is an aspect of life that is largely inseparable from how human beings cultivate and nurture their lives. However, recent events have perpetuated the damage taken by the environment around the world. One of which is Indonesia, where it is projected that the effect of damage suffered by its environment could increase the probability of natural disasters of every possible kind. Simultaneously, there is also a shift in lifestyle in how the people live their livelihood. There is a surge of green products and lifestyle trends in the world, Indonesia included. Several researchers have found the connection between the awareness of how susceptible the environment is to harm and the purchase intention of green products. Det-Urgent is a company that focuses on environmentally friendly products, more specifically detergents. Despite various studies dissecting the connection between environmental awareness and eco-friendly products purchase intention, those that specifically focus on detergents are scarce. Det-Urgent has integrated environmental awareness in their marketing strategies and with this research would like to understand better if there is a profound relationship between environmental awareness and purchase intention towards eco-friendly friendly detergents This research will delve deep into the relationship between environmental awareness and purchase intention towards eco-friendly friendly detergent. The method that will be utilized is a quantitative method with survey as its main data collection instrument. Furthermore, the data that have been collected would then be analyzed using the multiple regression method. Based on the survey, there are a total of 142 respondents that fulfilled the criteria that is needed for this research. From the data that had been collected and subsequently analyzed, it is determined that environmental awareness on its own does not affect purchase intention towards eco-friendly friendly detergents. Said variable has to run through an attitude towards a product first, meaning its influence is an indirect one. The direct influences of purchase intention are subjective norm, attitude towards the products and lastly perceived behavior.