Rabu, 14 September 2022

Green Purchasing Intentions against Natural Color Batik in Indonesia

  • September 14, 2022
  • Penerbit NEM


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 peoples 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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