Abstract
People’s awareness regarding sustainable and eco-friendly living and knowledge of environmental responsibility in Indonesia are increasing. Also, a survey held in 2018 says 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 in 2020 produced by Indonesia, 37.3% came from household waste. A qualitative method using open coding, axial coding, and selective coding to several housewives that meets the criteria is used to discover the extent of understanding and awareness of housewives in Indonesia regarding eco-friendly household goods using AIDA Model. Also, to discover the type of housewife who is ready to implement an eco-friendly lifestyle by buying eco-friendly household goods in Indonesia to help the company in maximizing their marketing and sales activity.
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