Green Consumer: Factors of Interest in Consumption and Decision to Purchase Herbs at Kampoeng Djamoe Organik Martha Tilaar Cikarang, Indonesia

Nana Danapriatna,Ujang Maman,Alya Anastasya Harsono,Ahya Kamilah

Green Consumer - which is an interesting discussion among researchers - illustrates the awareness of human needs related to environmentally friendly or health in the use of green products. Integration in health aspects has led to a shift in consumption from chemical drugs to traditional medicines or herbal medicine (jamu). However, the jamu is often identified as local wisdom of Javanese which is entering the world. Through (1) identification of socio-demographic influences - ethnicity, gender, age, last education, occupation, and income per month - on the interest in herbal consumption, this study aims to prove the shift in herbal consumers from the local context into global environment; (2) to identify the interest of jamu consumption, and (3) to prove the influence of interest on purchasing decisions. The research in KaDo Marta Tilaar Cikarang, Indonesia with Least Square Structural Equation Modeling (PLS-SEM) and descriptive analysis shows that merely the ethnicity has a close relationship with the jamu consumption interest which indicates that the popularity of jamu is still in the local context. In addition, the positive attitudes, affordability, and subjective norms affect the consumption interest of jamu. Finally, the own consumption interest of jamuhas a big effect on purchasing decisions.

Volume 12 | Issue 6

Pages: 2536-2551

DOI: 10.5373/JARDCS/V12I6/S20201213