An Analysis of Housewives Awareness and Readiness as Potential Customers of Eco-friendly Household Goods Company in Indonesia

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An Analysis of Housewives Awareness and Readiness as Potential Customers of Eco-friendly Household Goods Company in

Indonesia

Pricilla Pritta Alfina^1*

1 School of Business and Management, Institute Technology Bandung, Bandung, Indonesia

*Corresponding Author: [email protected] Accepted: 15 August 2022 | Published: 1 September 2022

DOI:https://doi.org/10.55057/ajrbm.2022.4.3.1

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Abstract: People’s awareness regarding sustainable and eco-friendly living and knowledge of environmental responsibility in Indonesia are increasing. Also, a survey held in 2018 says that women are greener than men. But in the reality, data from the Ministry of Environment and Forestry in 2020 regarding the Composition of National Waste Based on Waste Sources shows that of a total of 67.8 million tons of waste in 2020 produced by Indonesia, 37.3% came from household waste. A qualitative method using open coding, axial coding, and selective coding to several housewives that meets the criteria is used to discover the extent of understanding and awareness of housewives in Indonesia regarding eco-friendly household goods using AIDA Model. Also, to discover the type of housewife who is ready to implement an eco-friendly lifestyle by buying eco-friendly household goods in Indonesia to help the company in maximizing their marketing and sales activity.

Keywords: awareness, readiness, eco-friendly household goods, housewives

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1. Introduction

Nowadays, people's awareness regarding sustainable and eco-friendly living and knowledge of environmental responsibility in Indonesia, especially among young people are increasing (Nurcahyadi, 2021). In this case, millennials are 85% and Gen Z are 80%. And also more than 73% of respondents stated they are ready to switch to environmentally friendly products with 41% preferring products manufactured from natural and organic materials.

Eco-friendly products are products that cause no harm to the environment in their production, use or disposal (Lin & Chang, 2012). And a survey held in 2018 from a market research firm called Mintel which is located in London says that women are greener than men (Capecchi, S., 2018). This is supported by the research results which say that compared to 59% of males, 71%

of women aim to live more ethically. In addition, 65% of women encourage friends and relatives to live a more ecologically responsible lifestyle, compared to only 59% of males. This condition happens because laundry, cleaning, and recycling are all tasks that women are still expected to handle in the home. In addition, the majority of eco-friendly campaigns and product claims are focused mostly towards female consumers. Furthermore, the ethical living discourse is frequently driven by women.

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However, based on data from the Ministry of Environment and Forestry in 2020 regarding the Composition of National Waste Based on Waste Sources shows that of a total of 67.8 million tons of waste in 2020 produced by Indonesia, 37.3% came from household waste (databoks.katadata.co.id, 2020). Meanwhile, from the type of waste, 39.8% is food waste and 17% comes from plastic waste.

Also a result of market survey that an eco-friendly brand called WRAP IT held in 2020 with a total of 27 married women respondents showed that the respondent’s knowledge about eco- friendly household goods is low. From all of the respondents, 65.4% have never seen a reusable food wrapper while abroad, similar products are common and prevalent in society as a substitute for single use plastic or a wrapper for a food. This shows that there is a lack of knowledge about eco-friendly household goods among Indonesian married women. This become a problem since WRAP IT targeted married women as their potential customers.

Potential customer itself is someone who has needs and wants that can be met by an enterprise's products or services, but has never purchased it (Tú, M., 2020). Potential customers are a key for a company to expand their market shares. Some of the advantages that a company can gain from performing a customer analysis mentioned by Spencer Saving Bank are lower customer acquisition costs, better customer retention, as well as increased sales and improved profits.

Therefore, it is important for a company to conduct an analysis of its potential customers before they release their products or services. So the readiness of married woman that considered as housewives to implement eco-friendly lifestyle by buying eco-friendly household goods in Indonesia is doubtful.

This research seeks to discover the extent of understanding and awareness of married woman in Indonesia regarding eco-friendly household goods using AIDA Model that contains of Attention, Interest, Desire, and Action developed by Elias St. Elmo Lewis in 1898 (Junked,2021). This study also aims to understand and know the type of housewife who is ready to implement an eco-friendly lifestyle by buying eco-friendly household goods.

2. Methodology

This research was performed in a qualitative way, using data collected through interviews. The information gathered during the interview will be used to create a new proposition. Qualitative research methods are used to answer questions like "what," "how," and "why" about a phenomena, according to (McCusker & Gunaydin, 2015). Housewives' awareness and readiness regarding eco-friendly household goods are studied using qualitative methodologies.

Qualitative approaches can assist researchers in gaining a better understanding and image of the phenomena under investigation.

The researchers applied a non-probability sampling technique with a judgment sampling type in this research. Purposive sampling is the process of selecting informants depending on criteria defined by the researcher. The criteria wanted by the researcher is married woman consider as a housewife that is differentiate into three categories which are fully housewife, housewife who run a business and housewives who work in private or state company in Indonesia, specifically Jakarta and Bandung. The last criteria to select the informant is that the married woman must have played her role for at least 2 years or more. These criteria are needed so that informants can understand their role without having to ask other parties during the data gathering process.

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To achieve data saturation in qualitative research, it has previously been suggested that a minimum sample size of 12 be used (Clarke & Braun, 2013; Fugard & Potts, 2014; Guest, Bunce, & Johnson, 2006). Saturated level refers to a circumstance in which the researcher obtains the same information from the informant as the previous one, implying that there is no new information gained from the informant. Therefore, in this study, researcher conduct interviews with minimum 12 people who fit the criteria needed. The findings of the transcribed interviews will be processed using Excel and coding procedures. Open coding, axial coding, and selective coding are the three forms of coding (K Charmaz, 2006).

1) Open Coding

The technique of converting interview information into codes in the form of memos is known as open coding. The interview transcript will be transcribed, and keywords will be noted. These keywords will be organized into categories to make it easier for researchers to collect data. The features and dimensions of these keywords will be used to classify them. The researcher will reprocess the axial coding after discovering numerous groupings of data.

2) Axial Coding

Axial coding is the process of reprocessing data that has already been categorized by connecting categories and subcategories. The data generated at this step will be less, conical, and specific. The data is filtered and created depending on the relationships between components. Researchers can find it easier to discover the substance of the interview results using axial coding.

3) Selective Coding

The process of selective coding occurs when data is processed in a way that becomes precise and specific. As a result, there will be a core category that connects multiple additional categories. Data that has been categorized based on connected relationships is the outcome of selective coding. In the qualitative approach, selective coding is the end result of the data analysis procedure.

3. Result and Discussion

Researchers have interviewed several married women that live in Jakarta and Bandung from June to July. From those interviews, the researcher gained several insights and facts that could be used as material in this study. The data from the interviews will be transcribed, compiled and analyzed.

Interviews were conducted to 16 married women that fulfilled the criteria needed which are live in Jakarta and Bandung, have been married for two years or more, and can be classified as a full housewife, housewife who works in a state or private company, or a housewife who runs a business (womenpreneur). Coding results from the interview will be delivered in Bahasa Indonesia since the interviews were conducted in Bahasa Indonesia.

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A. Brand Recognition

Table 1: Coding Result for Brand Recognition Themes

(Selective Coding)

Aspect (Axial Coding)

Coding from The Interview (Open Coding) Housewives Who

Work in Private or State Company

Fully Housewives Womenpreneur

Eco-friendly Product and Brand Recognition

Understanding of the environmentally friendly product.

No bad effect on the environment.

Not quickly discarded or damaged.

Made from safe and natural ingredients.

Has a higher price than normal products.

Not made of plastic. Can be used repeatedly.

Recyclable. Easy decomposition in nature.

Can be used repeatedly.

No adverse effect on users or the environment.

Easily decomposes.

Easy decomposition in nature.

Can be recycled. No bad effect on the environment Can be used

repeatedly.

Top of mind eco- friendly brand.

Tupperware Multilevel Flip

Tulipware Tupperware

Lock and Lock Lock and Lock

Rubber Made Eco-enzim Lion Star

Senormal IKEA

UHT

1) Understanding of The Environmentally Friendly Product

Result from Table. 1. showing there are similarities in the coding results from the three categories. Their similar understanding regarding environmentally friendly products including can be used repeatedly, easily decomposed, and has no negative effect on the environment. However, the interesting keyword for this aspect is that in the fully housewives and womenpreneur categories they are concerned with materials from these environmentally friendly products. In this case, it is stated that for fully housewives, products are not made from plastic, while for the womenpreneur category, environmentally friendly products are those made from safe and natural materials.

This contrasts with the category of housewives who work in private or state companies. Where in this category the concern is that environmentally friendly products are products that have a higher price than normal products. This indicates that in this category, price is an important point that becomes the understanding of informants in this category.

2) Top of Mind Eco-friendly Brand

Result from Table. 1. showing there are similarities in the coding results from the category housewives who work in private or state companies and womenpreneur in the top of mind eco- friendly brand. In these two categories they mention Tupperware and Lock and Lock as their top of mind eco-friendly brands. This is in line with their understanding of eco-friendly products where they mention eco-friendly products are products that can be used repeatedly.

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In addition, the results of the coding show that most of the brands that are top of mind are tableware brands.

Besides the tableware brands, the coding that appears in this aspect for the category of housewives who work in private or state company and fully housewives is Senormal, Multilevel, and Eco-enzyme. The three brands are cleaning and soap brands that claim to be environmentally friendly in line with their understanding. Then the coding that appears in the womenpreneur category is the IKEA Brand which is a household furniture brand. This indicates an expansion of knowledge of environmentally friendly products to the realm of furniture.

B. Brand Knowledge

Table 2: Coding Result for Brand Knowledge Themes

(Selective Coding)

Eco-friendly Product and Brand

Knowledge

Opinion regarding the existence of eco- friendly product.

Economic value. It is important to educate the public.

Have better quality.

Effectiveness in replacing existing products.

Change user habits. Has a higher price.

Change habits. Has a price that tends to be expensive.

Save on expenses due to repeated use.

Usually has no smell. Reduce pollution to the environment.

Environmentally friendly goods have many benefits.

Reduce pollution to the environment.

Increase product choices in the community.

Safer for user's health and environment Depends on how to

use and care.

Indicates increased awareness in the community.

Only in certain places.

Encouraging people to take better care of the environment.

Make it easier for people to process their waste.

More effort to buy the product.

Multiply choices. Gives users a sense of security.

Identify eco-friendly product.

Material of the product.

product material. Logo on the product.

Content of the product.

The product

manufacturing process is usually more difficult.

Side effects on the environment.

Logo on the product. Code on the product.

Product code. Code on the product. Product ingredients.

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Product packaging. Longer duration of use.

The manufacturing process until it finally reaches the hands of the customer.

Tends to be more expensive.

Side effects on the environment.

Product logos.

Eco-friendly product that informants use.

Detergents and cleaners.

Straws of bamboo or stainless.

Shopping bag.

Shopping bag. Shopping bag. Tableware.

Tableware. Drinking bottles.

Cassava plastic. Cassava plastic.

Drinking bottles. Cleaning products and soaps.

Cassava plastic. Furniture made of cardboard or paper.

Paper wrapping.

Wrapping of

cardboard or paper.

Cleaning equipment made of silicone.

Soap and cleanser.

Equipment for babies. Furniture from rattan or wood.

1) Opinion Regarding The Existence of Eco-friendly Product

In this aspect, result from Table. 2. shows the diversity of respondents' opinions regarding the existence of environmentally friendly products. In the housewives who work in private or state company category some of the opinions shown are the economic value and effectiveness of the product in replacing existing products. In addition, some other opinions are that environmentally friendly products usually do not have a smell and that environmental friendliness depends on the use and care of the product by the user itself.

While in the fully housewives category, apart from the positive side of environmentally friendly products such as providing a sense of security to users as well as increasing public awareness, environmentally friendly products have prices that tend to be expensive. This is one of the barriers for someone in trying to buy environmentally friendly products because the price is too expensive. Then in the womenpreneur category, it was stated that environmentally friendly products save expenses due to repeated use but only available in certain places and require a bigger effort for someone to buy environmentally friendly products.

However, the similarity of opinion in the three categories regarding the existence of an eco- friendly product is that the product changes the habits of its users, encourages and indicates an increase in public awareness regarding environmental issues.

2) Identify Eco-friendly Product

From Table. 2. there are some similarities in the three categories in identifying environmentally friendly products. Some of the points of similarity are the ingredients and content of the product, the logo printed on the product, and the code listed on the product. Different things that are mentioned in the category of housewives who work in private or state companies in

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identifying environmentally friendly products are by looking at the packaging of the products and the production process of the products.

While in the fully housewives category, the way to identify environmentally friendly products is from the relatively more expensive price and duration of product usage. This indicates that to identify environmentally friendly products, the price and ability of the product to be used repeatedly are identically attached to environmentally friendly products. In the womenpreneur category, side effects on the environment are one way to identify environmentally friendly products. This is additional information that in the womenpreneur category the understanding of environmentally friendly products is not only in the product manufacturing process but also in the manner in which it is used.

3) Eco-friendly Product That Used

For the environmentally friendly products used by the informants, some similarities of opinion in the three categories can be seen from Table. 2. Some of these products include shopping bags, tableware, drinking bottles, cassava-based plastic, and cleaning products or soap.

However, additional products that become additional information regarding informants' knowledge about the form of environmentally friendly products are in the fully housewives and womenpreneur categories who mention furniture made of rattan or wood. As well as in the fully housewives category, mention equipment for babies. This is because babies tend to have sensitive skin, so the products used are usually natural products.

C. Consumer Readiness

Table 3: Coding Result for Consumer Readiness Themes

Readiness to Buy Eco-Friendly Product

Their willingness to pay a higher amount of money.

Up to 20% higher than normal product price.

Range 30% - 50%

higher than normal product prices.

Range 10% - 20% higher than normal product prices.

Up to 2 times the price of normal products.

Table 3. shows that the three categories of informants are willing to spend more to buy environmentally friendly products. This indicates the readiness of the informants in each category in buying environmentally friendly household products. In this aspect, it can be seen that the category of housewives who work in private or state companies has the highest willingness to pay a higher price among the other two categories. This is indicated by the lowest willingness of the informants to pay higher, which is a maximum of 20% higher than the normal product price. While in the other two categories, the lowest willingness of informants to pay higher is a maximum of 10% higher than the normal product price.

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D. Purchase Intention to Buy Eco-friendly Products

Table 4. Coding Result for Purchase Intention Themes

Purchase Intention to

Buy Eco-

Friendly Product

Motivation to use eco-friendly product.

Reduce the use of single-use plastic.

Use of used goods. Government ban on single- use plastic.

Join the plastic waste management community.

There is an issue regarding waste and environmental

friendliness.

Utilization of used goods so as not to be thrown away immediately.

Reduce expenses The effects of the pandemic.

There have been many articles or studies on environmentally friendly products.

Government ban on single-use plastic.

The desire to see a clean and good environment.

The effects of the pandemic.

Not easily damaged so it is not quickly thrown away.

Don't pile up trash. The impact on the environment is better.

The effects of a pandemic.

Reduce the use of plastic.

Reduced expenses because the product can be used repeatedly.

An environment that supports

sustainability.

Saying on

environmentally friendly products.

An environment that supports sustainability.

Sensitive skin. There is a child or baby so

switch to natural products.

It's safer to use. There is a child or baby so switch to natural products.

Increased income increases the desire to buy environmentally friendly products.

Important factors in buying eco- friendly

products.

Prioritize price. Additional value of the product.

Aesthetics of

environmentally friendly products.

Make ends meet. The brand of the product.

The added value of the product.

Conformity to needs. The quality of the product.

Additional value of the product.

Compliance with product prices.

According to user needs.

The right price.

The quality of the product.

The brand of the product.

Ingredients of the product.

How to care for the product.

Reviews of these products.

Product aesthetics.

The supporting story behind the brand or product.

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1) Motivation to Use Eco-friendly Product

The results from Table. 4. show the various motivations of informants in using environmentally friendly products. However, there are some similarities in the three categories, namely the desire to reduce the use of plastic, the issue of waste, the government's prohibition on the use of single-use plastics, and the effects of the pandemic that encourage people to become more environmentally aware.

However, in the category of housewives who work in private or state company, it is stated that sensitive skin is one of the driving factors for using environmentally friendly products. In addition, in the category of housewife who works in private or state company, womenpreneur also mentioned that the use of environmentally friendly products actually reduces expenses because these products do not spoil quickly so they are not quickly disposed of or repurchased.

Then in the fully housewives and womenpreneur categories, it was stated that the presence of children or babies around the informants was one of the motivations for switching to natural products. This is because children or babies are usually more sensitive, so natural products are needed. Also in the womenpreneur category, the informant mentioned that an increase in income increases the desire to buy environmentally friendly products. This is based on an increase in the ability to buy environmentally friendly products which tend to be expensive.

2) Important Factors in Buying Eco-friendly Product

The last aspect in Table. 4., shows that there is a similarity in the opinion of the informants regarding the important factors in buying environmentally friendly household goods. In the three categories, all three argue that the suitability of the product with the budget is important, the suitability of the product to the needs, the quality of the product, and the added value of the product are become important factors in buying eco-friendly household products.

However, in addition to the category of housewives who work in private or state companies, they are concerned with how to care for these products. Meanwhile, in the category of fully housewives and entrepreneurs, brand and product quality are important factors. This is because a well-known brand increases trust in its users. Then in the womenpreneur category, one of the important factors in buying an environmentally friendly item is the aesthetics of the product and the supporting story behind the brand or product. This is because a good and interesting supporting story will encourage buyers to buy the products.

4. Discussion

A. Brand and Product Recognition

It can be concluded that married women understand and know about eco-friendly products but they are lacking in brand recognition of eco-friendly household goods. Some eco-friendly brands that have been recognized are brands of cutlery, cleaners, and furniture. However, most brands that come to mind are tableware brands. For this reason, it is necessary to increase brand recognition by business actors in the field of eco-friendly household goods.

B. Brand and Product Knowledge

At this stage, it can be concluded that the informants understand, can identify and recall information about environmentally friendly products from. They have also applied sustainable living in their daily life through the products they use. Some of the products used are the categories for tableware, household appliances, furniture, shopping bags, as well as cleaners and detergents.

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C. Readiness to Buy Eco-friendly Product

In this section, all informants are willing to spend more in buying environmentally friendly products. In this aspect, it can be seen that the category of housewives who work in private or state companies has the highest willingness to pay a higher price among the other two categories. This is indicated by the lowest willingness of the informants to pay higher, which is a maximum of 20% higher than the normal product price.

D. Purchase Intention to Buy Eco-friendly Products

In this section, motivations of informants in using environmentally friendly products such asthe desire to reduce the use of plastic, the issue of waste, the government's prohibition on the use of single-use plastics, and the effects of the pandemic that encourage people to become more environmentally aware. In the three categories, all three argue that the suitability of the product with the budget is important, the suitability of the product to the needs, the quality of the product, and the added value of the product are become important factors in buying eco- friendly household products.

5. Conclusion

Despite the rising trend of eco-friendly living and knowledge of environmental responsibility, the biggest source of waste in Indonesia is from the household sector in form of food waste and plastic waste. And a result of market survey that WRAP IT held in 2020 show the low knowledge of married women in Indonesia about eco-friendly household goods. This causes the readiness of housewives to implement eco-friendly lifestyle by buying eco-friendly household goods is doubtful.

The result of interview that researcher done with the informant of married women in three categories show that there is a lack of brand recognition, especially in the fully housewives’

category. The factor of having children, pandemics, and allergies are factors that support informants in buying environmentally friendly products. The informant's knowledge in recalling information from environmentally friendly products was very good for the three categories of housewives. Finally, the three categories are also ready to implement sustainable living by purchasing environmentally friendly products. This is indicated by they are willing to buy environmentally friendly products with an additional budget of 10% to 2 times the price of normal products.

For this reason, it is necessary to increase brand recognition by business actors in the field of eco-friendly household goods. This is because the brand is one of the important factors for informants in buying a product.

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