Customer Green Awareness and Eco-Label for Organic Products

Hariyanto, Oda I.B. (2019) Customer Green Awareness and Eco-Label for Organic Products. In: 2019 International Conference of Organizational Innovation (2019 ICOI).

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Abstract

Nowadays, it is important to review about customer behavior in environmentally friendly products that relate to green consumerism; so the aim of this study is reviewing the correlation of eco-label implementation as green product attributes on customer behavior of green awareness. There are 100 customers retail in Bandung City who become research sample, with data analysis through factor analysis, correlation, and also hypothesis test. The research result is found that customer's knowledge on eco-label of a green product is still low, and it has not cared for the originality of eco-label which spreads to the green product. It causes there is no influence of eco-label in improving customer green awareness. Eco-label does not become an important part of a customer in selecting an environmentally friendly product. So the government's and retail's role are needed in educating the customer to comprehend eco-label on the environmentally friendly product, like understanding to a halal label. Remember that eco-label is a symbol differs between green products and conventional products.

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