How to Improve Green Awareness of Customer? Doni Purnama Alamsyah, Didin Syarifuddin
Universitas BSI
STP Ars Internasional
Abstract
This study aims to review supporting variables of formation customers green awareness through study of environmentally friendly products by seeing customer behavior for green advertising, green brand attribute, green perceived value, and green brand image. It has been conducted review through survey on 500 customers in West Java Province who come to Supermarket Retail, which is a place in offering one of environmentally friendly products. Descriptive and verification research are conducted through regression analysis and research hypothesis test. Research finding is stated that based on its level, variable which can support the improvement of green awareness is green advertising, green perceived value, green brand image, until green brand attribute. Research result gives recommendation on industry that offers environmentally friendly products by analyzing market through customers green awareness. Besides that, this study encourages healthy humans development particularly in Indonesia through study that tries to improve customers consumption of environmentally friendly products.
Keywords: Green Awareness, Environmental Friendly Products
