Abstract
Preference of influence of green purchase intention factor to environmentally friendly detergent product (lerak). Awareness of the current world community of the importance of environmental sustainability is increasing, this behaviour can be seen from the consumption patterns of people who start wanting environmentally friendly products. This condition makes many manufacturers adapt environmental problems in each of its products. Products that adapt to green product environmental issues can pave the way for manufacturers to enter eco-friendly markets as well as environmentally friendly detergents lerak. In this study using survey methods to determine the extent of influence of each factor to the intention of purchasing to environmentally friendly product. Factors studied are environmental concern, social influence, self-image, environmental knowledge, and perceived product price and quality against green purchase intention. From the results of this study found that all these factors have a significant influence on the green purchase intention of environmentally friendly detergent, but the most influential factor is the environmental knowledge which is the most important dimension and has the most significant influence on the intention of purchasing environmentally friendly detergent.
Highlights
World public awareness of the importance of environmental sustainability is on the rise, the occurrence of environmental disasters, environmental destruction of global warming and climate change is causing the increasing public awareness of the surrounding environment, this affects the habits of society as consumers who begin to tend to want products that are environmentally friendly
Along with the emergence of a green consumer community that wants environmentally friendly products with minimal damage to the environment, many industries are beginning to adapt to environmental problems in every activity, from considering each raw material and the resulting environmental impact
From the results of this questionnaire shows that the user of environmentally friendly detergent lerak more women because will consider most of the female respondents are housewives and batik craftsmen Semarang area that almost every day more often washing clothes or batik
Summary
World public awareness of the importance of environmental sustainability is on the rise, the occurrence of environmental disasters, environmental destruction of global warming and climate change is causing the increasing public awareness of the surrounding environment, this affects the habits of society as consumers who begin to tend to want products that are environmentally friendly. This behavior can be seen from the attitude of consumer awareness of the environmental sustainability in the surrounding which is increasingly likely to prefer an environmentally friendly product. The land use in this area is 35%, rice field 13,3%, shrub / open land 16 6%, settlement 13.8%, plantation 8%, mixed garden 7.8%, swamp / lake 4.5%, and other use 1% [5]
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