FACTORS AFFECTING DESIRE TO BUY ENVIRONMENTAL FRIENDLY PRODUCTS

Judianto Hasan (Doctoral Student Graduate Program of Management and Business, Bogor Agricultural University)
Hartoyo . (Department of Family and Consumer Sciences, Graduate Program of Management and Business, Bogor Agricultural University, Bogor, Indonesia)
Ujang Sumarwan (Department of Family and Consumer Sciences, Graduate Program of Management and Business, Bogor Agricultural University, Bogor, Indonesia)
Budi Suharjo (Department of Statistics, Graduate Program of Management and Business, Bogor Agricultural University, Bogor, Indonesia)

MABIS: Manajemen dan Bisnis
Vol 11, No 2 (2012): SEPTEMBER 2012

This research examines factors which are mentioned in various literatures to have influence on desire to buy environmental friendly products. The factors are perceived attributes, personal characteristics and external factors. In this study the factors are put into a model which follows through awareness, interest and desire to buy and was also further analyze. Analysis was carried out using Structural Equation Modelling. This research found that external factor have influenced the desire to buy environmental friendly product. This factor is much more important than that of personal characteristic and perceived attributes.