Produk VCO: Green Product Awareness, Preferensi Konsumen dan Pengetahuan Produk terhadap Minat Beli (Studi Pada Provinsi Sulawesi Barat)

Abstract

In this study focusing on the correlation of Green Product Awareness, Consumer Preference, Product Knowledge on Purchase Interest, the basis of this research is to find out the business opportunities of Virgin coconut oil (VCO) products in West Sulawesi Province. In the process of analyzing research data to be carried out using descriptive analysis methods. The results of the study are described in a descriptive manner, some dominant indicators are obtained which are interpreted based on the categories, very strong, strong, sufficient, weak and very weak. The test results are in line with the community's knowledge regarding the benefits of coconut, the location of where the community lives, which geographically the number of distribution of coconut trees is very large, and finally coconut is still considered a herbal medicine that can cure various diseases so that it can affect the mentality and attitude of people's beliefs. The researcher concluded that the relationship was created because general knowledge of coconut supports interest in Virgin coconut oil (VCO) products. It only takes various ways so that the Virgin coconut oil (VCO) industrial product can be officially formed and developed in West Sulawesi.