ANALYSIS OF FACTORS AFFECTING GREEN PURCHASING ON GREEN PROCESSED FOOD PRODUCTS (MODERATE & ULTRA PROCESSED) (CASE OF CONSUMERS IN GREATER BANDUNG)

• Main Author: Hazimah, Farhah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70158
• Institution: Institut Teknologi Bandung

As the issue of climate change becomes more noticeable, public awareness of the environment is also steadily increasing. However, even though public awareness has increased and green products have become more widespread across the market, the level of green product consumption is still low when compared to conventional products (green gap/attitude-behavior gap). This study aims to determine the appropriate green marketing strategy for producers of processed food products and close the gap by analyzing the factors that influence green purchasing on green processed food products in Bandung Raya through internal barriers as mediator variables and external barriers as moderator variables. This study also analyzes the inhibiting and driving factors in producing green processed food from the producer side, due to the limited number of green processed food products in Indonesia. Respondents in the study consisted of 420 consumers and 3 producers. Consumer data was collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS tools, while producer data was collected through interviews. The results showed that the factors which directly influence purchases are green product knowledge, health consciousness, environmental knowledge, and perceived consumer effectiveness, availability, quality, price, and convenience, while environmental concern only affects purchases when mediated by environmental knowledge. Meanwhile, the driving factors from the producer side include economic empowerment of farmers, personal reasons related to health, and optimizing the use of commodities, while the obstacles experienced are related to high costs, especially for product certification & distribution to modern retail stores and the limited availability of safe, durable, and environmentally friendly packaging. & durable. The results also show that the green marketing strategy which is suitable for producers of green processed food products is currently a shaded green strategy and focuses on product development and market penetration, with product development as the main strategy.