Green Perceived Value for Environmentally Friendly Products: Green Awareness Improvement

Abstract

This study aims to review the correlation of green perceived value and green brand attribute on green awareness with supporting moderation of customer's demographic. The review focuses on environmentally friendly products with 467 respondents who come from Supermarket's customer in West Java Province. Hypothesis test is found that green awareness can be improved through green perceived value and green brand attribute. But green perceived value plays important role in controlling green awareness. Besides that, supporting from customer's demographic (sex, location, income) also very influenced the correlation level of green perceived value, green brand attribute with green awareness. The study review is useful in reviewing green customer behavior particularly in Indonesia that has still poor of caring; and in the effort of facing global warming through the review on environmentally friendly products.

Green Customer Behavior on Eco-Friendly Products: Innovation Approach

“…The implied meaning of perceived value relates to customer's evaluation for product or service that is assessed by customer. Relating to eco-friendly products known as green perceived value (Syarifuddin & Alamsyah, 2017), where in its principle relates to the evaluation of product or service on ecofriendly products. Today, green perceived value is evaluated by company relating to its impact on customer's intention on product offered by company (Wu & Chen, 2014).…”

“…This research has novelty in the development on moderating of customer's characteristic which is sex and customer's educational level, at least it improves customer's decision of product. Remembering that it has known, customer's perspective is very different for environmental product, if it is observed in terms of sex (Syarifuddin & Alamsyah, 2017). This is the same as the cases with customer's educational level where it wants to know the support on the knowledge of customer's green perceived value.…”

“…However, the more expensive price is compared with common price (Suki, 2013), make this product is not a top choice. Besides that, eco-friendly products can not be easy to get, like organic vegetables in Indonesia is only traded at Supermarket (Syarifuddin & Alamsyah, 2017). Based on those phenomenons, it is needed customer's green perceived value.…”

“…Based on those phenomenons, it is needed customer's green perceived value. Because its impact on purchasing of customer's decision (Chen & Chang, 2012) and customer's green awareness on eco-friendly products (Syarifuddin & Alamsyah, 2017).…”

Meningkatkan Minat Beli Konsumen Pada Produk Ramah Lingkungan Melalui Dukungan Lokasi Konsumen

“…Di Indonesia, ritel swalayan dalam hal ini supermarket dominan dalam menjual produk sayuran organik, dan kenyataan bahwa letaknya didominasi di pusat kota (Syarifuddin & Alamsyah, 2017). Dengan asumsi dapat menawarkan produknya kepada konsumen yang memiliki daya lebih tinggi.…”