Green Purchasing Intentions against Natural Color Batik in Indonesia

Susminingsih · Abdul Mujib · Anis Wahdati

2022-09 · Penerbit NEM

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Environmental damage and economic development are often endless dilemmas. The government, businessmen, and the community together strive to address these issues in an integrated manner. Among the policies and breakthroughs in handling environmental damage is to reduce industrial waste. The batik industry as an icon of Pekalongan City has creatively made a breakthrough by producing batik with a natural color. This innovation not only has an impact on environmental conservation but also improves marketing strategies that are more humanist and sustainable.

The green economy movement has become a global issue. Consumer behavior has also begun to gradually shift to prefer environmentally friendly products. The Indonesian nation no longer needs to worry about the destruction of the environment and culture, as long as environmentally friendly product innovations continue to be developed. Religion here has an important role, as a source of values that help determine people’s consumption behavior, especially in the field of fashion. Creativity in environmentally friendly batik products that are integrated with religion, brands, products, prices has significantly affected consumer intentions. This green product activity will greatly help the development of the green economy in Indonesia. The contribution of the green economy helps people to live with a sustainable environment while still getting financial improvements from the industrial sector itself.

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Dr. Susminingsih, M.Ag., earned a Bachelor’s degree from IAIN Walisongo Semarang, a Magister of Islamic Economics from IAIN Sunan Kalijaga Yogyakarta, and Doctor (economics) from UII Yogyakarta. She is formerly Deputy Director of IAIN Pekalongan Post Graduate and the lecture of human resource management, Islamic Economics Ethic, Zakat-Wakaf Management, and Academic Writing. She presented many articles in national and international. She conducted many researches on Islamic Economics and batik small and medium enterprises, individual and international collaborative research.

Dr. Abdul Mujib, M.Ag., earned a Bachelor’s degree from IAIN Sunan Kalijaga Yogyakarta, and a Magister of Islamic Economics from IAIN Sunan Kalijaga Yogyakarta, and Doctor (Islamic economics) from UIN Sunan Kalijaga Yogyakarta. His current position as secretary of the doctoral program of sharia science at the faculty of sharia and law UIN Sunan Kalijaga Yogyakarta. He is also a lecturer in halal products and industry.

Anis Wahdati, S.E., Graduate of Sharia Economics IAIN Pekalongan, is currently studying for a Master of Sharia Economics at UIN Abdurrahman Wahid and serves as Secretary of the Amil Zakat Nahdlatul Ulama Institution (LAZISNU) Pekalongan city.