Determining Supporting Factors For Green Purchase Intentions In Agro-Industrial Products With The Analytical Hierarchy Process (AHP)

Abstract

Environmental awareness surged globally and in Indonesia recently, sparking interest in eco-friendly products like Oatside oat milk. To leverage this trend, understanding green purchase intentions, which represent consumers' desire to buy environmentally friendly products, is crucial. Identifying factors that influence these intentions can offer valuable insights for businesses seeking to emulate Oatside's success in Indonesia. This research adopted a mixed-methods approach, combining qualitative and quantitative methods to uncover these factors from the perspectives of environmental experts and consumers. The study aims to support the growth of environmentally friendly agro-industrial products and sustainable consumption. The methodology involved interviews with five experts, expert-based weight and rank assessments using the Analytical Hierarchy Process, and validation through consumer ranking questionnaires. Fifteen factors supporting green purchase intentions for agro-industrial products emerged, including taste, product design, durability, raw materials, recyclable packaging, carbon footprint, waste management, social impact, curiosity, word of mouth, environmental concerns, knowledge, social influence, price perception, and self-image. Experts emphasized environmental knowledge (weight: 0.141), waste handling (weight: 0.124), and carbon footprint (weight: 0.101) as most important. Conversely, consumers prioritized taste, design, and curiosity. Some factors, like raw materials, durability, social influence, and self-image, held consistent importance for both groups. Notably, environmental knowledge exhibited a significant disparity in ranking, ranking first for experts but twelfth for consumers.