Study of consumer awareness to use bio-degradable single use shopping bags in jabodetabek
Jabodetabek is suffering from environmental damage caused by excessive usage of plastic shopping bags. Purpose of this study is to find out the awareness level of consumers in jabodetabek to use bio-degradable shopping bags and to explain the factors influencing consumer awareness. The study is based on the model of consumer adoption of a new product, where internal influences, external influences, and the marketing mix affect consumers self-concept and lifestyle, which will build consumer awareness. Questionnaire filled by 202 respondents was analysed by using sem (structural equation model) software used to quantify correlations between variables. This thesis found that consumer awareness level is high, they support government regulation, they have willingness to pay, self-concept contributes higher than lifestyle, perception is the highest contributing factor on self-concept, and family is the highest contributing factor on lifestyle. The conclusion is jabodetabek consumers have high awareness of the availability of bio-degradable shopping bags.
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