The Influence Of Environmental Awareness In Consumer Towards Purchase Intention For Eco-Friendly Detergent Products Of DET-URGENT

Abstract

Abstract - Environment is an aspect of life that is largely inseparable from how human beings cultivate and nurture their lives. However, recent events have perpetuated the damage taken by the environment around the world. One of which is Indonesia, where it is projected that the effect of damage suffered by its environment could increase the probability of natural disasters of every possible kind. Simultaneously, there is also a shift in lifestyle in how the people live their livelihood. There is a surge of green products and lifestyle trends in the world, Indonesia included. Several researchers have found the connection between the awareness of how susceptible the environment is to harm and the purchase intention of green products. Det-Urgent is a company that focuses on environmentally friendly products, more specifically detergents. The company utilizes the local resources of Belimbing Wuluh as well as Lerak fruits, where they mostly rely on local farmers as the main supplier for raw materials needs. For this reason, extensive market research is absolutely necessary, because currently limited studies that specifically divulge deeply about environmentally friendly detergents are quite limited. Det-Urgent has integrated environmental awareness in their marketing strategies and with this research would like to understand better if there is a profound relationship between environmental awareness and purchase intention towards eco-friendly friendly detergents. This research will delve deeply into the relationship between environmental awareness and purchase intention towards eco-friendly friendly detergent. The method that will be utilized is a quantitative method with survey as its main data collection instrument. Furthermore, the data that have been collected would then be analyzed using the multiple regression method. Regression method would then be used to deeply study the relationship between environmental awareness and purchase intention in potential customers. The variables that would be considered are as follows, purchase intention as the dependent variable whereas for the independent variables there would be environmental awareness, subjective norm, perceived behavior and finally attitude towards the product. This is because the basis of this research is the theory of planned behavior by Icek Ajzen. The minimum required of respondents for this research is a total of 105 people, where anything below that number is considered to be insufficient and unfit for data processing. Based on the survey, there are a total of 142 respondents that fulfilled the criteria that is needed for this research. The criteria that are applied for this research is the respondents must have a prior experience of cleaning products or detergents and they must reside within Bandung, Surabaya and Gresik. From the data that had been collected and subsequently analyzed, it is determined that environmental awareness on its own does not affect purchase intention towards eco-friendly friendly detergents. Said variable must run through an attitude towards a product first, meaning its influence is an indirect one. It can be concluded that should Det-Urgent wanted to utilize environmental awareness in their marketing strategy, they need to make sure positive attitude towards the products is shaped so that it can subsequently increase the chances of purchasing intention from potential customers.

Keywords - Business;EnvironmentalAwareness;Purchase Intention