A STUDY OF CONSUMERS’ USAGE INTENTION TOWARD EDIBLE STRAWS IN CAFES

• Main Author: Jesslyn Sutoyo, Yohanna
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75593
• Institution: Institut Teknologi Bandung

Indonesia is facing a serious problem regarding plastic waste, and plastic straw is one of the main key roles in this issue. Considering the urgency of this issue, a 100% environmentally friendly alternative is offered by 4PACT to replace plastic straws. However, this edible straw is still a new player in the Indonesian market in which there is still a lack of understanding of the consumers for this product. Thus, the researcher aims to develop a more comprehensive understanding of 4PACT’s consumers regarding the factors that influence usage intention using the TPB Model and provide recommendations for the company and its customers to develop relevant marketing strategies. This research uses a quantitative method through an online survey as its instrument. This study used data from 171 respondents that are domiciled in Jabodetabek and West Java, aged from 15 to 35 years old, with a minimum frequency of 4 cafe visits per month. The results from this research reveal that Perceived Behavioral Control and Subjective Norm from TPB Model have a significant relationship with consumers’ usage intention, as well as Environmental Knowledge as the additional factor in this model. On the contrary, Attitude is not found to have a significant relationship with consumers’ usage intention. The findings of this research will be useful for recommendations to develop marketing strategies for green product brands by focusing on how consumers perceive control over their decision, the social norms related to the issue, and how environmental knowledge can be an appropriate assist to raise consumers' usage intention.