ABSTRACT
High levels of environmental pollution as a result of the use of plastic bags in shopping activity prompted many retailers to switch to using plastic bags that are environmentally friendly. However, not all consumers understand the environmental friendly plastic bags. The big difference in the level of consumer understanding of eco-friendly plastic bags can have an impact on consumer buying interest difference. This study was conducted to obtain a picture of the proportion of consumers buying interest seen from an understanding of the green plastic bag and label the objects used in this study is Alfamart as one of the outlets that have used a green plastic bag label.
The data in this study is primary data. Sources of data in this study were obtained through questionnaires to the respondents who selected as the study sample. The analysis technique used is the cross-tabulation (crosstab) using chi-square analysis.
The results showed that, 1) there are differences in consumer buying interest because Alfamart using plastic bags labeling based on an understanding of green consumers that plastic bags eco-friendly Green Label. 2) there are differences in consumer buying interest because Alfamart using plastic bags labeling based on an understanding of green consumers that green plastic bags labeled safe for wrapping food and beverages. 3) there are differences in consumer buying interest because Alfamart using plastic bags labeling based on consumer understanding of green plastic bags Green Label that has a variety of pack sizes. 4) there are differences in consumer buying interest because Alfamart using plastic bags Green Label based consumer understanding about the durability of plastic bags Green Label. 5) there are differences in consumer buying interest because Alfamart using plastic bags Green Label based consumer understanding of green plastic bag label as a whole.
