1 AN EXPLORATORY STUDY ON CONSUMERS’ BEHAVIOR
OF CANANG IN BALI: THE IMPLEMENTATION OF SOCIAL MARKETING CONCEPT TOWARDS ECO-FRIENDLY BEHAVIOR
1
Ni Wayan Sri Suprapti; 2Ni Ketut Purnawati; 3Ni Made Rastini; 4
Sudarsana Arka; 5Eka Ardhani Sisdyani
1,2,3,4,5
Faculty of Economics & Business, Udayana University e-mail: cening_prapti@yahoo.com
This study aims to investigate consumers’ behavior of housewives in using canang. Data are collected from 150 housewives as consumers of canang that are classified into three categories based on the origin of the husbands and area of living. Data are also obtained from three experts in Hindu religion and concept of canang. The result shows that in terms of daily usage of canang there are indeed differences between consumers’ behaviors in Southern and Eastern of Bali. The difference is contributed solely by customs and traditions. However, when warned with the scarcity of materials in the future, they aware of the condition and start showing green behavior in using canang. They state that they are willing to use modified canang as long as it does not alter the meaning.
This study implies that the movement of green consumer in the usage of canang materials has emerged. Massive acceleration towards green behavior needs to be done by involving related parties through delivery of education and socialization by adopting social marketing concepts. People should aware that this behavior is crucial to support natural conservation.
Keywords: canang; eco-friendly consumer; social marketing
INTRODUCTION
Marketing concept has evolved from production concept to social marketing concept.
The marketing concept expands to social marketing by including the long-term welfare and
interest of the consumers and society. This encourages natural and environment
conservation in order to improve the quality of human lives. For Hindu people in Bali, in
fact, the social marketing concept has been practiced through religious rituals or customs
for such a long period of time. For instance, the Pecaruan Agung ritual that is conducted to
rebalance the universe after a natural disaster takes place. Another example would be the
ritual of Tumpek Bubuh to thank The God for providing us with all the plants for the
wealth of human lives.
One essential product used in the rituals is called canang that is made of young
coconut leaves and fresh flowers. Both are renewable resources provided that land for
planting is available. Recently, however, the scarcity of the resources has emerged due to
the decrease of agricultural land in Bali. This situation has forced to bring in canang
materials from outside Bali. Even though the agricultural land is still widely available
2 because the value added of agricultural land is likely lower than when the land is
functioned in non agricultural field.
The form and size of canang can be classified into two groups, namely (1) the style
of southern part of Bali (adopted from tradition in Badung and Denpasar city); and (2) the
style of eastern part of Bali (based on tradition in Bangli, Gianyar, Klungkung, and
Karangasem regencies). Canang of southern part of Bali is relatively bigger with more
flowers in it compare to canang of eastern part of Bali. Consequently, the price of canang
of southern part of Bali is higher. This price should have been able to lower, for example
by decreasing the size or substituting the materials with the more readily available
materials. This small innovation would work only if both the producer and consumer have
the same understanding that the changes do not lower the religious value of canang. In this
case, both can be considered acting green or eco-friendly behavior.
Consumer’s green behavior can be shown by consuming eco-friendly products, like (1) buying product with reuse package; (2) using recycle product; and (3) using renewable
raw materials. This study aims to identify several steps to balance religious ritual with the
responsibility of eco-friendly behavior in consuming canang. Specifically, the purposes of
this research are: (1) to compare consumer behavior of buying and using canang in South
and East Bali; (2) to explain consumer attitude towards eco-friendly canang in South Bali;
and (3) to explain the intention of South Bali consumers to buy eco-friendly canang.
The term eco-friendly concerns with the base of the canang, called ceper. There are
two types of ceper, namely: (1) ceper bungkul that uses one whole of young coconut leaf;
and (2) ceper sibak that uses only one half of young coconut leaf. The concept of
eco-friendly is also limited to the following aspects: (1) the use of smaller size ceper bungkul;
(2) the shift from the use of canang ceper bungkul to canang ceper sibak; (3) the
combination of ceper materials, not only made of young coconut leaf but combined with
older coconut leaf, palm leaf, and banana leaf; or (4) the change of canang itself, without
ceper at all.
LITERATURE REVIEW
Social Marketing
Social marketing concept is different from traditional marketing. The traditional
concept discusses various business oriented marketing activities, while social marketing
3 protecting environment, donating to the society, and increasing financial welfare. Many
definitions of social marketing exist, two of them are as follows (Lee and Kotler, 2011:7). “Social marketing is a process that uses marketing principles and technique to influence target audience behaviors that will benefit society as well as the individual. This strategically oriented discipline relies on creating, communicating, delivering, and exchanging offering that have positive value for individuals, clients, partmers, and society at large (Nancy R. Lee, Michael L. Rotchild, and Bill Smith, 2011).”
“Social marketing is the application of commercial marketing concepts and tools to influence the voluntary behavior of target audience to improve their lives or the society of which they are a part (Alan Andreason, 2011).”
Based on the two definitions, it can be stated that social marketing includes various
activities to change people behavior from negative to positive. All are targeted to protect
individual and society from unwanted negative impacts, now and in the future.
Green Behavior
In business, both producers and consumers are expected to have green behavior.
Producers should conduct sustainable marketing that is to arrange, promote, price, and
distribute the product in a way to protect the environment (Polonsky, 2011). The main idea
of green marketing is to increase people awareness on environmental issues and help to
save the environment by switching to green products. Thus, the purpose of green
marketing is to provide more information and choices for consumers to switch to green life
style. These aspects would drive business to develop eco-friendly products (Rex and
Baumann, 2007). Green marketing needs a strong relationship with all suppliers,
middleman marketers, and customers at most (Chan et al., 2012).
Related to green behavior, theories about attitude are applied to explain the
phenomenon (Ajzen, 1991; Kalafatis et al., 1999; Cheah & Pau, 2011). A person’s positive
attitude and intention toward green behavior can be built since the early age. Previous
studies (Rokicka, 2002; Suki, 2013; Tarkiainen and Sundqvist, 2014) that use theory of
attitude show that good attitude, subjective norms, and perceived behavioral control
positively affect the purchase intention. A study of Rashid (2009) in Malaysia finds that
when consumers aware about eco-friendly product label then they would react positively
towards green marketing and are willing to buy green products. Furthermore, Cheah & Pau
4 The studies mentioned above show that consumers’ green behavior is determined by their knowledge about environment, their attitude towards environment, subjective
norms or social pressures from the environment, and their intention to conduct green
behavior. Theories, concepts, and research findings are very relevant to adopt in social
contexts, specifically in order to increase people’s green behavior.
Green Behavior according to Hindu Perspective
Preserving green environment to Hindu Balinese has been considered important, as
stated on Hindu holy books. In Arthava Veda XVIII.I.17 (in Wiana, 2011: 67) it is stated
that:
Wise people maintains and preserves three prima ry things that cover the universe, mainly the earth. The forms are difference, but complement each others. The three things are water, air, and plants as sources of food and medicines, and thus the source of lives.
For Hindu people, contact to the God can be done in four ways that is called Catur
Marga, namely: (1) Bhakti Marga, meaning Number dedication; (2) Karma Marga that is
work without expecting reward; (3) Jnana Marga, meaning dedication through science;
and (4) Raja/Yoga Marga, meaning unity with the God, (Widana, 2009: 65).
In implementing Bhakti Marga, Hindu people do yadnya by presenting holy
offering to the God, ancestors, the universe, and other living creatures. The offering takes
the form of banten or upakara, including all things related to the art of hand work from the
available materials provided by the God (Swastika, 2010:6). The materials of the offerings
should include fresh flower, fruit, water, flame, and leaf. The holy book of Bhagawadgita
IX: 25:29 (in Wiana, 2009: 11 and Swastika, 2010:2) states that:
“Anyone who pra ys to ME offering a piece of leaf (Pattram), a flower (Puspam), one kind of fruit (Phalam), a sip of holy water (Toyam), as long as the offerings are based on love and sincere, I will accept”.
In Bali, these all materials are combined in an offering medium called canang.
Because the offering media always needs flowers, leaves, fruits, water, and flame, people
would learn either directly or indirectly that they have to maintain and preserve the natural
environment, as all the materials come from nature. In Atharva Veda VIII.2.25 and
VIII.7.10 it is stated that human and other living creatures will have welfare lives when
atmosphere is maintained properly; fertile and preserve plants/forests will clean polluted
5 RESEARCH METHOD
Data Collection
Research population consists of housewives categorized by husband origins. First
group is from South Bali (Badung Regency and Denpasar City) and the second group is
from East Bali (Gianyar and Klungkung Regency). In Balinese Hindu tradition, married
women are obligated to behave and adjust culture in accordance with husband origin
culture, including in preparing canang for offerings. Based on variation in canang
appearance in South and East Bali, the behavior in buying and using canang is classified
into three categories.
1. Consumers with husbands’ origin of South Bali, who buy and use canang based on
tradition of this area (Group A).
2. Consumers with husbands’ origin of East Bali but live in Denpasar City or Badung
Regency. This type of consumer could show one of these two possible behaviors:
using canangaccording to husband’s origin; or following tradition where they live
in Denpasar or Badung (Group B).
3. Consumers with husbands’ origin of East Bali and live in Klungkung or Gianyar
Regency. Like the first group, this kind of consumers is certain to buy and use
canang in accordance with tradition of these areas (Group C).
Sample consists of 150 housewives with composition as follows: 85 persons from
Group A, 34 from Group B, and 31 from Group C. Most sample are taken from Group A
because it is the behavior of this group that is targeted to be changed to be more
eco-friendly. Data is also gathered from three experts of Hindu Religion.
Measurement
The main variables in this research are: (1) consumers’ attitude towards the
eco-friendly canang; and (2) intention to buy the eco-friendly canang. Consumers’ attitude is
measured with the following questions. How is your perception of canang that: (a) has
ceper sibak as the base, instead of ceper bungkul?; (b) has a smaller ceper as the base?; (c)
combines materials with green coconut leaves and palm leaves or banana leaves?; and (d)
has no ceper base at all? Variable of consumers’ intention is measured by the questions as
6 ceper bungkul?; (b) has a smaller ceper as the base?; (c) combines materials with green
coconut leaves and palm leaves or banana leaves?; and (d) has no ceper base at all?
Every question has four alternative answers, agree, less agree, not agree, and not
know. Respondent has to provide reason for every chosen answer. Before asked about the
two main variables, respondents are asked about their habit of buying canang, and their
awareness of the increasingly scarce materials.
Data Analysis
Data are analyzed using statistic descriptive, including mean, frequency distribution to reduce respondents’ answers regarding the main variables. The explanation of research variables is combined with explanation of the three Hindu experts.
RESULTS
Behavior of Buying and Using Canang
Table 1-3 show information about consumers’ behavior in buying and using
canang, including the frequency of offering the canang, basic materials of the canang, and
the average of monthly expenditure for buying canang. Below is the data of the three
groups of consumers.
Table 1. Sample Distribution Based on Frequency to Offer Canang
Frequency Group A Group B Group C Total
Number % Number % Number % Number %
Everyday 76 89,4 33 97,1 27 87,1 136 90,7 Only holiday 9 10,6 1 2,9 4 12,9 14 9,3 Number 85 100,0 34 100,0 31 100,0 150 100,0
Table 2.Sample Distribution Based on Basic Materials of Canang
Basic Materials of
Canang
Group A Group B Group C Total
Number % Number % Number % Number %
Coconut Leaves 36 47,4 12 36,4 17 63,0 65 47,8 Banana Leaves for
everyday, coconut leaves for holidays
40 52,6 15 45,5 5 18,5 60 44,1
Others - - 6 18,2 5 18,5 11 8,1
7 Table 3.Sample Distribution Based on Monthly Expenditure for Buying Canang
Monthly
Expenditure for
Canang (IDR)
Group A Group B Group C Total
Number % Number % Number % Number %
Offering Canang Everyday
<200.000 19 25,0 5 15,2 5 18,5 29 21,3
200.000 - <400.000 29 38,1 20 60,6 13 48,1 62 45,6 400.000 - <600.000 19 25,0 5 15,2 5 18,5 29 21,3 600.000 - <800.000 5 6,6 2 6,1 3 11,1 10 7,4
≥ 800.000 4 5,3 1 3,0 1 3,7 6 4,4
Sub Number 76 100,0 33 100,0 27 100,0 136 100,0
Offering Canang only on Holidays
<100.000 5 55,6 1 100,0 - - 6 42,9
100.000 - <200.000 1 11,1 - - 1 25,9 2 14,3 200.000 - <400.000 2 22,2 - - 3 75,0 5 35,7
400.000 - <600.000 1 11,1 - - - - 1 7,1
Sub Number 9 100,0 1 100,0 4 100,0 14 100,0
Table 4 presents information regarding canang with ceper base that bought daily.
The data is gathered from respondents of Group A and B, because they are the target
consumers of South Bali style of canang, while Group C is certain using canang without
base as it is Bali East tradition.
Table 4. Sample Distribution Based on Habits of Buying Canang
Canang that is usually bought Group A Group B Total
Number % Number % Number % Always buy ceper bungkul, although
know about ceper sibak
39 45,9 9 26,5 48 40,3
Always buy ceper bungkul, not know about ceper sibak
2 2,4 12 35,3 14 11,8
More often buy ceper bungkul, rarely buy ceper sibak
39 45,9 - - 39 32,8
Always buy ceper sibak 5 5,9 - - 5 4,2
Always buy canang in accordance with
husband’ origin tradition - - 6 17,6 6 5,0
Depends on availability - - 7 20,6 7 5,9
Number 85 100,0 34 100,0 119 100,0
The large amounts of respondents that buy canang made of coconut leaves with
ceper bungkul state the following reasons (listed based on the most provided answer).
1. More interesting appearance, more complete ingredient, thus more confidence to
offer to the God.
8 3. Only this kind of canang provided by the seller.
4. Do not know or difficult to find the seller of canang with ceper sibak.
Attitude and Intention to Buy Canang in Accordance with Eco-Friendly Concept Before asking respondents’ attitude and intention to buy and use eco-friendly canang, they are asked about their awareness of canang materials that become rare. This
situation indeed stresses the importance of wise usage of materials without reducing the
meaning of religious rituals and customs. Table 5 shows that most respondents (87.3%) are
aware that canang materials have become scarce, however, those who are not is still in
considerable amount (12%). The interesting fact is that the aware respondents are from
Group A whose relatively spend more on canang compared to other groups.
Table 5. Sample Distribution based on Awareness about CanangMaterials’ Scarcity
Aware about the scarcity of materials
Group A Group B Group C Total Number % Number % Number % Number %
No 10 11,8 4 11,8 4 12,9 18 12,0
Yes 75 88,2 29 85,3 27 87,1 131 87,3
Not concern - - 1 2,9 - - 1 0,7
Number 85 100,0 34 100,0 31 100,0 150 100,0
The aware consumers then are questioned about solutions to overcome materials’ scarcity. The followings are the answers listed based on the most mentioned.
1. Canang is made simpler and smaller, as long as in accordance with the rule.
2. Canang is made of combined materials.
3. Self-planting flowers and other plants that supply canang materials.
4. Use alternative or durable materials.
5. Offer canang only on holidays.
6. Other answers, like: (a) pray for the continuous availability of the materials; (b)
canang is only a medium, without canang praying to the God can still be done and
believe that it will not decrease the meaning of praying.
To ensure that the aforementioned solutions are to be followed up, respondents are
asked further about attitude toward eco-friendly ceper and intention to buy those product.
Data presented by Table 6 and 7 is from Group A that is potential market to materialize
9 Table 6. Sample Distribution of Group A Based on Attitude towards Eco-friendly Canang
Attittude towards eco-friendly Canang
Canang ceper sibak
Smaller Canang ceper bungkul
Canang of combination
materials
Canang without
ceper base
Number % Number % Number % Number %
Agree 51 60,0 77 90,5 79 92,9 46 54,1
Not Really Agree 23 27,1 4 4,7 1 1,2 22 25,9
Not Agree 7 8,2 2 2,4 2 2,4 15 17,6
Not Know, just follow tradition
4 4,7 2 2,4 3 3,5 2 2,4
Number 85 100,0 85 100,0 85 100,0 85 100,0
Table 6 shows that consumers have good attitude towards eco-friendly canang. It is
indicated by agreement of using the four alternatives canang to anticipate materials
scarcity. The highest proportion is those who agree to use combination or substitution
materials, followed by smaller size of canang ceper bungkul, next is canang ceper sibak,
and the last is canang without ceper base. For the last case, some respondents state that
their agreements are limited, only for daily offerings not for holidays. On holidays they
remain using canang with ceper bungkul made of coconut leaves.
The positive attitudes should drive intention to buy and use eco-friendly canang.
The intention is shown on Table 7, which states that all respondents are willing to buy the
four types of canangs. Overall, proportion of intention to buy canang is lower than
proportion of attitude towards eco-friendly canang as is stated on Table 6.
Table 7. Sample Distribution of Group A Based on The Intention To Buy Eco-friendly Canang
Intention to Buy
eco-friendly canang
Canang ceper sibak
Smaller Canang ceper bungkul
Canang of combination
materials
Canang without
ceper base
Number % Number % Number % Number %
Willing to 46 54,1 76 89,4 75 88,2 43 50,6
Not Willing to 39 45,9 8 9,4 8 9,4 36 42,3
Not Know - - 1 1,2 - - 4 4,7
Not Answer - - - - 2 2,4 2 2,4
Number 85 100,0 85 100,0 85 100,0 85 100,0
DISCUSSION
The data shows that all respondents have conducted religious activities by offering
canang to the God, and more than 90 percent state that they do the offering everyday, both
respondents from East and South Bali. Those who do the offering everyday spent more
10 be done, for example, by combining the purchase of canang, that is buying coconut leaves
canang in holidays and banana leaves canang for everyday offering. As seen on Table 2,
the proportion of those offering banana leaves canang is higher than coconut leaves
canang, except for respondents from Group C. This is understandable because the price of
coconut leaves canang is higher than banana leaves canang. However, this would not be
the case for Group C, because coconut leaves canang in this area (East Bali) is smaller and
does not use ceper base. Thus, the price is also cheaper, half price in average of canang
with ceper base. Furthermore, the price of canang without ceper base (in East Bali) almost
equal to banana leaves canang sold in South Bali. Thus, it can be said that expenditure of
consumers from Group A and B (in South Bali) who use banana leaves canang for daily
offerings is equal to expenditure of consumers from Group C (in East Bali).
Combining the use of coconut leaves canang and banana leaves canang, from
economy point of view, is one effort to reduce expenditure. Indirectly, this would be an
effort to substitute canang materials, since banana leaves are easier to find than coconut
leaves. Whereas, for most respondents, coconut leaves canang should absolutely be used
on the holidays because of the tradition and also influenced by heart feeling. People feel
more comfortable and confidence to offer coconut leaves canang.
The use of combined canang when seen from the meaning can be explained based
on interview results with the experts, as follows.
That all Hindu obligations are sourced from the holy book of Wedha. According to the experts there is no specific word on the book that canang has to be used in Hindu rituals. In fact, canang is used by most people because of inability to connect to the God directly. So they need a medium to connect, like canang. This condition is called “immanent”. On the other hand, some people are able to connect to the God without any medium, called “transcendental” that needs high concentration. In this case, no medium is necessary.
Considering that most of us have some kind of constraints then it would be necessary to have media to connect with the God. The most easily used media are water, leaves, flowers, and fruits. All these materials are assembled to become canang. Thus, it implies that in order to be able to continue praying to the God using canang, environment must be preserved to ensure the availability of canang ingredients.
Data also shows that most consumers have realized the scarcity of canang
materials. They provide some solutions to overcome the scarcity. Below is the discussion
of the solution alternatives.
Solution alternatives like: (a) making simpler and smaller canang; (b) using
combined materials; (c) using substitution and durable materials; and (d) offering canang
11 expenditure to the consumers. However, these alternatives indeed are in line with one of
eco-friendly concepts, but not included in the effort to renewable materials.
Solution alternative that proposes to cultivate canang materials plants is the basic
long-term solution. This proposal indeed needs land, but it can always be done in the own
backyard or garden. This would be in accordance with renewable concept of eco-friendly
canang. The next solution alternative says that canang is only a medium, praying can still
be done without canang. This is a transcendental solution. If more people are able to do
this then the needs of canang materials would not be worried. However, this condition
needs to be related with concept of culture in Bali. Bali has been known as one of tourism
destination that relies on its culture and customs, including Hindu rituals. Tourism sector
has been the main contributor of Bali economy.
Awareness of canang materials scarcity together with various solutions to overcome the problem is consistent with respondents’ attitude towards eco-friendly canang. Most of them state that they agree with the four alternatives to overcome the
scarcity, namely: (1) using canang with ceper sibak; (2) using smaller canang with ceper
bungkul; (3) using canang with combined materials; and (4) using canang without ceper
base. These attitudes have driven respondents’ intention to buy eco-friendly canang,
although the proportion of respondents having intention to buy is smaller than those having
positive attitude towards eco-friendly canang.
The lower intention to buy can be explained by attitude theory perspective,
including Theory of Reasoned Action and Theory of Planned Behavior. Both theories state that one’s intention to act is not only determined by his/her attitude toward a specific object or behavior, but also by subjective norm and perceived behavioral control.
However, in the context of intention to buy eco-friendly canang, positive attitude would be a good starting point, because attitude shows one’s tendency to like or not like towards an object or specific behavior. Additionally, attitude is an internal tendency that comes from
inside and thus taken under the control of self.
Meanwhile, the subjective norm that determines consumers’ intention to buy eco
-friendly canang is one’s tendency that shows how far that person would obey other people’s opinion. Other people in this context would include respected figures or role models who are believed to influence people to use canang in the rituals, such as the
12 CONCLUSION AND IMPLICATION
This study shows that consumption of canang in South Bali is higher than East
Bali, because differences in type, size, and material usage. But, both groups have shown
high awareness to the scarcity of cana ng materials. They also have positive attitude
towards four alternatives of eco-friendly canang, and show high intention to buy it.
Positive awareness, attitude, and intention to buy eco-friendly canang have driven
the exsistence of alternative solutions to the problem of scarcity. Although the alternatives
are limited to short-term solutions. The long-term solution is constrained by the land
availability to self-plant canang materials.
Positive attitude shown by individual consumer would be not sufficient to push
intention to buy. Therefore it would be necessary to involve other parties, like the role
models or respected figures to educate people about eco-friendly canang. Education is not
only important to the consumers, but also to the producers, because both of them have
equal responsibility in overcoming materials’ scarcity, preserving and renewing the
sources of materials to be used in the long term of periods. Education and socialization
should primarily consider philosophical meaning of the use of canang in accordance with
religion, and at the same time could maintain cultural side of Hindu rituals that has been
known as primary tourism attraction to support Bali economy.
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