Daya Tarik Produk Ramah Lingkungan

Abstract

Environmentally friendly products are a demand of the impact of the rapid industrialization that affects the quality of the environment. Therefore, demand for environmentally friendly products tends to continue to increase, not only in developed industrial countries but also in poorer developing countries. This interesting phenomenon is examined and hence the purpose of this research is to identify the attractiveness of environmentally friendly products carried out with qualitative research through the perception of 100 millennial generations represented by FEB UMS students. The results of the analysis show that there are several aspects that underlie the millennial generation towards the appeal of environmentally friendly products. Limitations and suggestions for further research are taken into consideration in research, especially related to research gaps related to the attractiveness of environmentally friendly products.