THE EFFECT OF GREEN PRODUCT ATTRIBUTES AND ECO LABEL INFORMATION ON GREEN PURCHASING DECISION (A STUDY ON CONSUMERS OF RINSO ANTI NODA DETERGENT) Asminah Rachmi, Tri Istining Wardhani, Dwi Sudjanarti
Politeknik Negeri Malang
Abstract
The increase of society awareness on the need for environment protection has changed their behaviour in consuming the products. As consumers, they start to switch to green products. Meanwhile many companies start to adopt green marketing by producing green products and including ecolabel in the packaging. The green product attributes and ecolabel information are trusted to be able to influence freen purchasing decision of consumers. This study attempt to investigate the effect of green product attributes, and ecolabel information to green purchasing decision (a study on consumers of Rinso Anti Noda detergent).
This research used quantitative approach. Three hypotheses were created to examine the relationship between green product attributes, ecolabel information and green purchasing decision. The population was consumers of Rinso Anti Noda detergent that have education level minimum SMU (senior high school). Purposive ampling method was applied for data collection to 114 samples. Data analysis used multiple regression analysis.
The data analysis of 114 samples showed that green product attributes has a significant effect on green purchasing decision. Ecolabel information also has a significant effect on green purchasing decision. Meanwhile Green product attributes and ecolabel information simultaneously affect green purchasing decision. These findings are ecpected to provide recommendatiom to the management of Rinso Anti Noda detergent to add more green product attributes and ecolabel information on the packaging so the consumers will have better understanding on the advantages of Rinso Anti Noda detergent as a green product.
Keywords: green product attributes, ecolabel information, green purchasing decision.
