AN ANALYSIS OF HOUSEWIVES AWARENESS AND READINESS AS POTENTIAL CUSTOMERS OF ECO-FRIENDLY HOUSEHOLD GOODS COMPANY IN INDONESIA

• Main Author: Pritta Alfina, Pricilla
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67030
• Institution: Institut Teknologi Bandung

People’s awareness regarding sustainable and eco-friendly living and knowledge of environmental responsibility in Indonesia are increasing. It is supported by a survey held in 2018 state that women are greener than men. But in the reality, data from the Ministry of Environment and Forestry in 2020 regarding the Composition of National Waste Based on Waste Sources shows that of a total of 67.8 million tons of waste produced by Indonesia, 37.3% came from household waste. In addition, it is known that the knowledge of housewives about the form of environmentally friendly products is still low. Therefore, the qualitative method uses the AIDA Model to several housewives that meets the criteria is used to discover the extent of understanding and awareness of housewives in Indonesia. This research is also conducted to determine the characteristics of housewives who are ready to implement eco-friendly living by buying environmentally friendly household products. This will help the company understand its target market so that the company can maximize its marketing and sales activities to be more targeted.