Preferensi Dan Kesediaan Konsumen Untuk Membayar Reusable Packaging Di Wilayah Urban Dan Peri Urban Surabaya

Rahayu, Eta (2023) Preferensi Dan Kesediaan Konsumen Untuk Membayar Reusable Packaging Di Wilayah Urban Dan Peri Urban Surabaya. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Adopsi reusable packaging merupakan salah satu bagian dari kerangka sustainable consumption transition (SCT). Pada lingkup nasional, Indonesia telah menetapkan harga tertentu untuk mereduksi penggunaan kantong plastik, bahkan beberapa daerah telah mengarahkan penggunaan reusable packaging. Pada pelaksanaannya, shifting tersebut sangat dipengaruhi oleh preferensi masyarakat dalam mengadopsi reusable packaging. Penelitian ini menggunakan randomized conjoint analysis (RCA) untuk melihat preferensi masyarakat, spesifiknya konsumen, terhadap reusable packaging mengingat setiap konsumen memiliki perilaku (consumer behavior) dan preferensi yang beragam serta untuk mengetahui besaran willingness to pay (WTP) konsumen terhadap reusable packaging.
Lima atribut diujikan dalam penelitian ini meliputi atribut bahan material, atribut kepedulian sosial, atribut pertimbangan ekonomi, atribut pengurangan limbah dan atribut harga per kantong. Penelitian pada kawasan urban dan peri urban Surabaya ini dilakukan dengan pendekatan stated preference terhadap 500 responden. Hasil analisis menunjukkan bahwa tidak ada perbedaan preferensi yang sangat signifikan antara konsumen urban dan peri urban terhadap reusable packaging. Pada atribut yang paling signifikan yaitu bahan material, ditemukan bahwa konsumen urban lebih menyukai bahan spunbond sementara konsumen peri urban lebih menyukai bahan kanvas. Merujuk pada hasil probabilitas pilihan internal, beberapa analisis sub sampel terlihat signifikan, misal dari segi umur, responden yang berumur dibawah 35 tahun memiliki preferensi lebih besar terhadap tas yang dapat dipakai ulang dibandingkan responden di atas 35 tahun, kemudian dari segi tingkat pendidikan, responden berpendidikan tinggi mau membayar lebih untuk adopsi reusable bag dan memiliki preferensi yang signifikan dan konsisten pada seluruh atribut. Seluruh responden sepakat bahwa semakin mahal harga reusable bag maka semakin tidak dipilih, dan seluruh responden signifikan dalam memilih bahan material berupa spunbond dan kanvas.
Rata-rata WTP konsumen terhadap reusable packaging di kawasan urban sebesar Rp12.639,- sementara pada peri urban sebesar Rp13.956,-.
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Adoption of reusable packaging is one of the parts of the sustainable consumption transition (SCT) framework. At the national level, Indonesia has established specific prices to reduce the usage of plastic bags, and some regions have directed the use of reusable packaging. The implementation of this shift is highly influenced by the preferences of the community in adopting reusable packaging. This study utilizes randomized conjoint analysis (RCA) to assess the preferences of the community, specifically consumers, regarding reusable packaging, taking into account that each consumer has diverse behaviors and preferences, and to determine the magnitude of consumers' willingness to pay (WTP) for reusable packaging.
The research was conducted in the urban and peri-urban areas of Surabaya, using a stated preference approach with 500 respondents. Five attributes were examined in this study, including the material attribute, social concern attribute, economic consideration attribute, waste reduction attribute, and price per bag attribute. The results of the analysis indicate that there is no significant difference in preferences between urban and peri-urban consumers regarding reusable packaging. In terms of the most significant attribute, the material attribute, it was found that urban consumers prefer spun-bond material, while peri-urban consumers prefer canvas material. Referring to the results of internal choice probability, some sub-sample analyses showed significance. For example, regarding age, respondents below 35 years old have a stronger preference for reusable bags compared to respondents above 35 years old. Additionally, in terms of education level, highly educated respondents are willing to pay more for adopting reusable bags and have significant and consistent preferences for all attributes. All respondents agreed that the more expensive the reusable bag, the less likely it is to be chosen, and all respondents showed significance in selecting spun-bond and canvas materials. The average WTP of consumers for reusable packaging in urban areas is Rp12,639, while in peri-urban areas, it is Rp13,956.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	kesediaan membayar, preferensi konsumen, randomized conjoint analysis (RCA), reusable packaging, stated preference, consumer preferences, willingness to pay
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Civil, Planning, and Geo Engineering (CIVPLAN) > Regional & Urban Planning > 35101-(S2) Master Thesis
Depositing User:	Eta Rahayu
Date Deposited:	05 Aug 2023 14:01
Last Modified:	05 Aug 2023 14:01
URI:	http://repository.its.ac.id/id/eprint/99568

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