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All Journal Jurnal EK dan BI TRILOGI: Jurnal Ilmu Teknologi, Kesehatan, dan Humaniora
Putri, Sephia Eka Amalia
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Humanities Computer Science & IT Economics, Econometrics & Finance Engineering Public Health Other

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Analisis Konsumsi Hijau pada Kegiatan Car Free Day dalam Menciptakan Ekonomi Hijau di Alun-Alun Kota Kraksaan Pradani, Rizki Febri Eka; Putri, Sephia Eka Amalia; Safitri, Indah Nurlaili; Wulandari, Evi Sri
TRILOGI: Jurnal Ilmu Teknologi, Kesehatan, dan Humaniora Vol 5, No 4 (2024)
Publisher : Universitas Nurul Jadid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/trilogi.v5i4.9594

Abstract

Car Free Day is an initiative by the Indonesian government to reduce air pollution and promote environmentally friendly practices. In Kraksaan City, this program not only supports local SMEs by providing selling opportunities but also attracts significant public participation. This study aimed to assess the awareness level of Car Free Day visitors regarding green consumption and to identify barriers to adopting environmentally friendly consumer behavior. Using qualitative methods and descriptive research design, data were gathered through observation, interviews, and documentation. Results indicate that both visitors and participating SMEs lack understanding of green consumption principles. Many continue to consume and utilize non-environmentally friendly products, particularly in food packaging and transport choices. This study highlights the need for targeted education and policy measures to encourage sustainable consumption patterns during public events like Car Free Day.
EFEKTIVITAS KEBIJAKAN PENGURANGAN PENGGUNAAN KANTONG PLASTIK DI DIVA SWALAYAN KRAKSAAN BERDASARKAN PERSPEKTIF MANAJEMEN Pradani, Rizki Febri Eka; Putri, Sephia Eka Amalia
Jurnal Ekonomi dan Bisnis (EK&BI) Vol 8 No 1 (2025)
Publisher : Politeknik Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37600/ek&bi.v8i1.2332

Abstract

This study discusses the implementation of green marketing at Diva Swalayan Kraksaan, particularly in response to the government regulation concerning the reduction of single-use plastic. The objective of this study is to examine how green marketing principles are applied through the green marketing mix elements: product, price, place, promotion, people, physical evidence, and process. The research uses a qualitative phenomenological approach, with data collected through interviews, observation, and documentation. The findings reveal that Diva Swalayan has implemented the paid plastic bag policy and provides reusable shopping bags as a form of environmental commitment. However, most products sold are not environmentally friendly. The initiative is mainly driven by local government regulation (Perbup No. 51 of 2023), not internal motivation. The initial phase faced resistance from consumers due to a lack of awareness, but after two months, acceptance improved. The promotion was limited and temporary, and public understanding remains a major barrier. Overall, the implementation shows initial progress, but greater efforts are needed in consumer education and consistent communication to achieve sustainable behavioral change.
Co-Authors Pradani, Rizki Febri Eka Safitri, Indah Nurlaili Wulandari, Evi Sri