Analisis Persepsi Konsumen terhadap Keberlanjutan Produk Rumah Tangga Ramah Lingkungan: Studi Kasus di Indonesia
Kata Kunci:
Produk Ramah Lingkungan, Persepsi Konsumen, Rumah Tangga Hijau, Keberlanjutan, Niat PembelianAbstrak
Penelitian ini menganalisis persepsi konsumen terhadap produk rumah tangga ramah lingkungan di Indonesia, dengan fokus pada faktor-faktor yang memengaruhi preferensi pembelian. Pendekatan kuantitatif digunakan melalui survei terhadap 350 konsumen di tiga kota besar (Jakarta, Surabaya, dan Yogyakarta). Hasil penelitian menunjukkan bahwa kesadaran lingkungan, persepsi kualitas, dan harga memiliki pengaruh signifikan terhadap niat pembelian produk ramah lingkungan. Faktor sosial seperti pengaruh komunitas dan media sosial juga memainkan peran penting. Penelitian ini menyimpulkan bahwa strategi pemasaran yang menekankan manfaat lingkungan dan nilai ekonomi dapat meningkatkan adopsi produk hijau. Implikasi praktis dan rekomendasi untuk pelaku industri disampaikan untuk mendukung keberlanjutan.
Unduhan
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