Evaluation of consumer behavior towards eco-labelled food and beverage: a qualitative analysis with a focus group discussion approach

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Tanggara, Astrid Zenia (2024) Evaluation of consumer behavior towards eco-labelled food and beverage: a qualitative analysis with a focus group discussion approach. Graduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

Consumers are increasingly concern about health and the environment. Food and beverage companies have started to capture this trendy by implementing eco-label. Previous quantitative studies found that eco-label, Previous quantitative studies found that eco-label, have a significant positive impact on the attitudes towards green products. However, why consumers purchase and not purchase eco-labelled products and how they make decisions to consume remain largely unknown. This study aims to understand the process of consumer's decision making on adopting eco labelles products in Indonesia. The qualitative study involved six focus groups discussion with total number of 35 respondents in Jakarta and greater Jakarta area. Based on the focus discussion, there is little association between respondents' healthy lifestyle and green behaviour. Furthermore, the impacts of global warning, were insufficient to trigger the respondents to do more for the environment. Both occasional users and non-users have a fair awareness of eco-labelled foods and beverages at a spontaneous level. The respondents knowledge of the eco-label has been even poorer than their level of awareness. However, the believability of the eco-label products was high. It is perceived as a healthier product with better quality. The trigger for green behaviour is a health reason and sufficient knowledge and understanding on eco-friendliness. The strongest barrier to adopting eco-label products is the high price. Based on the study, education is the enabler for consumers' understanding of eco-friendly products and, later on, can transform into green behavior. The research findings enrich existing theory on the adoption model of eco-labelled food and beverages in the Indonesian context and provide valuable input to government and regulatory bodies, industry, and consumers.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 29 Jan 2024 08:37
Last Modified: 29 Jan 2024 08:37
URI: http://repository.ipmi.ac.id/id/eprint/2384

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