Eco-Labeling Analysis of Eco-Friendly Electronic Products in Surakarta, Indonesia

Abstract

The new awareness of the consumers regarding environmental issues should allow companies to gain a competitive advantage by obtaining eco-labels that certify the low impact on the environment. Consumers' understanding and knowledge about environmentally friendly products will make them care, attention, and behavior in using the products they consume. This research is descriptive-analytical, aiming to determine the variables that have a relationship with consumer awareness to buy an eco-electronic product in Surakarta. This study's conclusions are 1) Variable Eco-label Awareness and Eco-label Knowledge has a direct and significant influence on Purchase Intention of consumer electronic goods in Surakarta. 2) Variable Belief in Environment-Friendly and Eco-label Availability has a direct and not significant effect on Purchase Intention of consumer electronic goods in Surakarta 3) Variable Attention Eco-label has a positive and significant influence on Purchase Intention of consumer electronics in Surakarta. so the Variable Attention towards Eco-label function as an intervening variable is effective. The government must support companies in eco-labeling that can be trusted by consumers; consumers in Indonesia need information from the government about eco-label policies so that their knowledge will increase.