The effect of consumer knowledge and perceptions on the purchase decision of chocolate with sustainability label

Abstract

This study aims to determine the effect of knowledge, environmental perception, quality perception and price perception on the decision to buy of chocolate product with sustainability label. An internet survey was used to collect data from 406 respondents of Indonesian people with an age range of 15-40 years and had consumed chocolate bars. The technique used in this study was a non-probability sampling technique with a purposive sampling approach. The analytical method used in this study was quantitative analysis, namely multiple linear regression analysis. This analysis includes validity and reliability tests, multiple regression analysis, hypothesis testing with t test and F test, and analysis of the coefficient of determination (R2). The result shows that the knowledge variable (X1) had no partial effect on the decision to buy chocolates with sustainability label (Y). However, for the environmental perception variable (X2), the quality perception variable (X3), and the perception variable. price (X4) had a positive and significant effect on the decision to buy chocolate bar products with sustainability label (Y). In addition, knowledge, environmental perception, quality perception, price perception simultaneously had a positive effect on the decision to buy chocolate bar products with sustainability label. The influence of the four variables on the decision to buy chocolate bars with sustainability label was obtained from the analysis of the coefficient of determination (R2), which was found at 55.1%. While the remaining 44.9% was affected by other variables outside the four variables studied in this study.