An Analysis of Housewives Awareness and Readiness as Potential Customers of Eco-friendly Household Goods Company in Indonesia
Abstract
People’s awareness regarding sustainable and eco-friendly living and knowledge of environmental responsibility in Indonesia are increasing. Also, a survey held in 2018 says that women are greener than men. But in the reality, data from the Ministry of Environment and Forestry in 2020 regarding the Composition of National Waste Based on Waste Sources shows that of a total of 67.8 million tons of waste in 2020 produced by Indonesia, 37.3% came from household waste. A qualitative method using open coding, axial coding, and selective coding to several housewives that meets the criteria is used to discover the extent of understanding and awareness of housewives in Indonesia regarding eco-friendly household goods using AIDA Model. Also, to discover the type of housewife who is ready to implement an eco-friendly lifestyle by buying eco-friendly household goods in Indonesia to help the company in maximizing their marketing and sales activity.
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Bernazzani, S. (2017). The Ultimate Guide to Customer Retention. Hubspot.com. https://blog.hubspot.com/service/customer-retention
Braun, V., & Clarke, V. (2016). (Mis) conceptualising themes, thematic analysis, and other problems with Fugard and Potts’ (2015) sample-size tool for thematic analysis (pp. 19(6):739-43). Int J Soc Res Methodol.
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Jumlah Kepala Keluarga Berdasarkan Kelurahan - Tahun 2020 (S1) - Data Jumlah Kepala Keluarga di Kota Bandung - Portal Data Kota Bandung. (2020, September 8). Data.bandung.go.id. http://data.bandung.go.id/dataset/jumlah-kepala-keluarga-berdasarkan-kelurahan/resource/51a4975e-8ca5-444c-8bb9-604a1d00b1ba?inner_span=True
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Keller, L. (1993). How To Manage Brand Equity. Gramedia Pustaka Utama.
Kenton, W. (2019). Brand Recognition. Investopedia. https://www.investopedia.com/terms/b/brand-recognition.asp
McCusker, K., & Gunaydin, S. (2015). Research using qualitative, quantitative or mixed methods and choice based on the research. Perfusion, 30(7), 537–542. https://doi.org/10.1177/0267659114559116
Mertes, A. (2020, July 23). What Are Eco-Friendly Products? | Quality Logo Products®. Https://Www.qualitylogoproducts.com/. https://www.qualitylogoproducts.com/promo-university/understanding-eco-friendly-products.htm
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Wang, H., Shen, M., Amy) Song, Y., & Phau, I. (2020). Do up-displayed eco-friendly products always perform better? The moderating role of psychological distance. Journal of Business Research, 114, 198–212. https://doi.org/10.1016/j.jbusres.2020.03.031
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Wikipedia Contributors. (2019, August 21). Purchasing power. Wikipedia; Wikimedia Foundation. https://en.wikipedia.org/wiki/Purchasing_power
Published
2022-09-01
How to Cite
PRITTA ALFINA, Pricilla.
An Analysis of Housewives Awareness and Readiness as Potential Customers of Eco-friendly Household Goods Company in Indonesia.
Asian Journal of Research in Business and Management, [S.l.], v. 4, n. 3, p. 1-12, sep. 2022.
Available at: <https://myjms.mohe.gov.my/index.php/ajrbm/article/view/19338>. Date accessed: 24 june 2025.
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Articles
