Dibutuhkan strategi untuk menanggulangi krisis sampah plastik dari industri Fast-Moving Consumer Goods, salah satunya dengan membuat produk berbahan dasar plastik lebih ramah lingkungan. Metode penelitian menggunakan desain eksperimental two-factor within-subject. Pengukuran Perceived Value menggunakan alat ukur oleh Konuk (2018). Jumlah partisipan sebanyak 133, merupakan WNI usia 18-25 tahun. Hasil penelitian menunjukkan terdapat perbedaan signifikan pada Perceived Value konsumen saat diberikan produk sikat gigi dengan logo ramah lingkungan dan yang tidak F(1, 132) = 44.382, p < 0,001, η²p = 0.252), dan dengan teks ramah lingkungan dan yang tidak F(1,132) = 67.171, p < 0,001, η²p = 0.337). Selain itu, terdapat interaksi yang signifikan antara logo dan juga teks ramah lingkungan terhadap Perceived Value F(1, 132) = 13.892, p < 0,001, η²p = 0.095). Kesimpulannya, penggunaan eco-label (logo dan teks ramah lingkungan) dapat mempengaruhi Perceived Value konsumen. Dengan begitu pihak produsen dapat mengaplikasikan penggunaan logo dan teks pada kemasan produk ramah lingkungan untuk memaksimalkan pemasaran.
A strategy is needed to overcome the plastic waste crisis from the Fast-Moving Consumer Goods industry, one of which is by making plastic-based products more environmentally friendly. The research method used a two-factor within-subject experimental design. Measurement of Perceived Value using measuring tools by Konuk (2018). The number of participants are 133 Indonesian citizens aged 18-25 years. The results showed that there was a significant difference in consumers' Perceived Value when given a toothbrush product with an environmentally friendly logo and one that was not F(1, 132) = 44,382, p < 0.001, ²p = 0.252), and with environmentally friendly text and those that were not F( 1.132) = 67171, p < 0.001, ²p = 0.337). In addition, there is a significant interaction between the logo and environmentally friendly text on the Perceived Value F(1, 132) = 13,892, p < 0.001, ²p = 0.095). In conclusion, the use of eco-labels (eco-friendly logos and texts) can affect consumers' Perceived Value. That way, producers can apply the use of logos and text on environmentally friendly product packaging to maximize marketing. |
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