Izvorni znanstveni članak
https://doi.org/10.13044/j.sdewes.d13.0652
Plastic Waste to Green Economy through Green Products and Green Packaging on Consumer Purchase Decisions of Micro Small Medium Enterprises in East Java Tourism
Sumarmi Sumarmi
; Universitas Negeri Malang, Malang, Indonesia
Yosini Deliana
; Padjajaran University, Bandung, Indonesia
Andi Dirpan
; Hasanuddin University, Makasar, Indonesia
Eli Hendrik Sanjaya
; Universitas Negeri Malang, Malang, Indonesia
Umar Haiyat Abdul Kohar
; University of Technology Malaysia (UTM), Johor Bahru, Malaysia
Sažetak
Green packaging has emerged as a viable strategy to promote environmental responsibility and improve quality of life. This study investigates the effects of Green Products and Green Packaging on purchase decisions and their direct and mediated impacts on the Green Economy. Data were collected through questionnaires, observations, and interviews involving micro small medium enterprises in East Java’s tourism sector and local consumers. Structural Equation Modeling was employed for analysis. The results show that environmentally friendly products and environmentally friendly packaging significantly increase consumer purchase decisions, which subsequently strengthen green economic outcomes. Both variables also demonstrate positive direct effects on green economic development, while purchase decisions function as a partial mediator. The model indicates strong explanatory power and supports the view that sustainable product attributes shape consumer behavior. These findings highlight the importance of sustainable consumer behavior and offer strategic insights for micro small medium enterprises to strengthen eco-branding and accelerate green economic transitions.
Ključne riječi
Green Products; Green Packaging; Purchase Decision; Green Economy; Sustainable Consumption; Micro Small Medium Enterprises
Hrčak ID:
346113
URI
Datum izdavanja:
25.5.2026.
Posjeta: 101 *