Factors Affecting Consumer Purchasing Decisions for Green Rattan Craft Products

The current consumer trend is shifting toward green products along with increasing customer environmental concerns. Nevertheless, producers of green rattan craft products must understand how to prioritize the factors driving and inhibiting consumer purchasing decisions in order for their firm to develop in an era of increased competition. As a result, the purposes of this study were to determine the importance of the fostering and inhibiting factors and to measure how they influence the purchasing decision of green rattan craft products. The research is located in Banjarbaru City, South Kalimantan Province. The sample size was 200 and was chosen using the accidental sampling method. Data were obtained through questionnaires, literature reviews, and relevant institutions. The results showed that the rank of important factors fostering the decision to purchase green rattan craft products were environmental sustainability awareness, environmental sustainability, supporting local producers, the better quality of green products, green product safety more guaranteed, and the experience of consuming green products is more valuable. Meanwhile, factors that inhibit purchasing decisions for green rattan crafts respectively were the relatively higher price of green products, the less diversified and appealing product look, income, limited product availability, and knowledge of green products.