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All Journal J-EBI Jurnal Ekonomi dan Bisnis Islam
Hana Nur Fauziyah
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Economics, Econometrics & Finance

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Willingness to Pay Kemasan Halal Ramah Lingkungan: Studi VBN dan Perilaku Konsumen Nazliza Dwi Fairahma; Aulia Rahmawati; Hana Nur Fauziyah; Maryam Qonita Suryo; Dea Amelia
J-EBI Jurnal Ekonomi dan Bisnis Islam Vol 5 No 02 (2026): Jurnal Ekonomi dan Bisnis Islam
Publisher : Institut Agama Islam K.H. Sufyan Tsauri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57210/j-ebi.v5.i02.514

Abstract

This study examines the level of environmental awareness and halal-thayyib integrity regarding buyers' Willingness to Pay (WTP), as well as operational cost barriers faced by traders in the KPAD Market, Bandung. A descriptive quantitative approach was applied by integrating the VBN Theory, Maqashid Sharia, and Consumer Behavior Theory. Data were collected using a 4-point Likert scale questionnaire from 70 respondents (44 buyers selected via convenience sampling and 26 traders via purposive sampling) and analyzed using descriptive statistics. The results indicate that buyers possess very high environmental awareness (mean = 3.56 / 88.9%) and halal-thayyib integrity (mean = 3.39 / 84.7%), yet they are constrained by price factors (mean = 3.19) that suppress WTP. On the traders' side, operational cost barriers (mean = 3.01 / 75.2%) serve as the primary constraint. This study concludes that a structural gap exists between ecological intentions and economic realities, and recommends education on thayyib values, government cost incentives, and supply chain collaboration for eco-friendly packaging.
Co-Authors AULIA RAHMAWATI Dea Amelia Maryam Qonita Suryo Nazliza Dwi Fairahma