ANALISIS PERSEPSI MASYARAKAT TERHADAP PRODUK HIJAU: TINJAUAN FAKTOR DEMOGRAFI, PSIKOLOGIS, SOSIAL DAN BUDAYA (KASUS KOTA PADANG)

Abstract

Until now, there is no research which analyzes society perception about the green products, so this research will try to fill in the gap. This Study analyzed perception of Padang sociecy based on their demography, psychological, social and cultural factors toward the green products. This research was as a study in nature descriptive method. The result of this research indicated that perception of Padang sociecy toward the green product is good enough. The group of society that had high concerns to green product was housewife with the middle economy class and has up to 40 years old. More over in the term of their psychological factos, most of respondents had motivation to choose green product and had enough good perception on the green product. In social factor that the sureness of society on green product was very high. Lastly cultural factors supported society to care on the green products. Key words: consumer behaviour, green productivity, green product, green consumer

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