THE EFFECT OF KNOWLEDGE AND GREEN PRODUCT AVAILABILITY ON CONSUMER GREEN BEHAVIOR Susanti Kurniawati
Universitas Pendidikan Indonesia
Abstract
This research is motivated by the degradation of the natural environment in the agro-tourism area. Agro-tourism area is an area that requires a cool, clean, and fertile environment. Most of the areas are conservation areas that demand environmentally friendly behavior by farmers as the main actors in maintaining conservation. Knowledge of green products in agriculture and the availability of environmentally friendly products are factors that support the green consumer behavior of horticultural farmers. Based on this, the purpose of this study was to determine the effect of knowledge and availability of environmentally friendly products on consumer green behavior. This research was conducted using a survey method to 127 horticultural farmers in Lembang District, West Java. Collecting data using a questionnaire instrument. The data obtained were processed using descriptive and verification statistics. The results of this study stated descriptively, farmers^ knowledge of green agricultural products was high, and product availability was high, but environmentally friendly behavior was low. In addition, the results of this study indicate that there is a low influence of knowledge and product availability on consumer green behavior. The results of this study are expected to be basic information for the development of environmentally friendly behavior in farmers as the spearhead of environmental preservation in agricultural areas.
Keywords: knowledge, availability, green product, consumer, behavior
