Green Purchasing Intentions against Natural Color Batik in Indonesia
Environmental damage and economic development
are often endless dilemmas. The government, businessmen, and the community together strive to address
these issues in an integrated manner. Among the policies and breakthroughs in
handling environmental damage is to reduce industrial waste. The batik industry
as an icon of Pekalongan City has creatively made a breakthrough by producing
batik with a natural color. This innovation not only has an impact on
environmental conservation but also improves marketing strategies that are more
humanist and sustainable.
The green economy movement has become a global
issue. Consumer behavior has also begun to gradually shift to prefer
environmentally friendly products. The Indonesian nation no longer needs to
worry about the destruction of the environment and culture, as long as
environmentally friendly product innovations continue to be developed. Religion
here has an important role, as a source of values that help determine people’s consumption behavior, especially in the field
of fashion. Creativity in environmentally friendly batik products that are
integrated with religion, brands, products, prices has significantly affected
consumer intentions. This green product activity will greatly help the
development of the green economy in Indonesia. The contribution of the green
economy helps people to live with a sustainable environment while still getting
financial improvements from the industrial sector itself.
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