Model of Ecolabel in Environmental Conservation Desy Safitri (a*), Arita Marini (b), Haswan Yunaz (c), ZE Ferdi Fauzan Putra (d), Sri Nuraini (e), Taufik Rihatno (e), Nurzengky Ibrahim (a)
a) Faculty of Social Science, Universitas Negeri Jakarta, Jalan Rawamangun Muka No: 1, Jakarta Timur, DKI Jakarta, Indonesia
*desysafitri[at]unj.ac.id
b) Faculty of Education, Universitas Negeri Jakarta, Jalan Rawamangun Muka No: 1, Jakarta Timur, DKI Jakarta, Indonesia
c)Institut Bisnis dan Informatika Kosgoro 1957, Jalan M Kahfi II No: 33, Lenteng Agung Jakarta Selatan, DKI Jakarta, Indonesia
d) Faculty of Engineering, Universitas Negeri Jakarta, Jalan Rawamangun Muka No: 1, Jakarta Timur, DKI Jakarta, Indonesia
e) Faculty of Sport Science, Universitas Negeri Jakarta, Jalan Rawamangun Muka No. 1, East Jakarta, Indonesia
Abstract
The aim of this study is to propose ecolabel model in Jakarta. This survey study distributed the questionnaires to 757 consumers in Jakarta in Indonesia using Structural Equation Modeling (SEM). The research found that model suggested was good fit for the data. The result of study shows that environmentally informative instrument, environmentally friendly label, and environmental protection were positively associated with ecotourism. providing accessible message to consumer about the environmental attributes of the product, giving the consumer knowledge about the production standards of the product, and transmitting green product messages have positive correlation with environmentally informative instrument. Indicating the products coming from environmentally friendly substances, communicating a sense of environmental consideration on the part of the manufacturer to consumer, and arousing consumer interest to purchase environmentally friendly products are positively related to environmentally friendly label. Assisting to diminish the volume and toxicity of pollutants, encouraging consumer awareness development about product impact on the environment, and driving ecologically conscious consumer behavior are predictors of environmental protection. The conclusion of this study is that ecolabel model suggested can be used in Jakarta in order to have environmental conservation.
