Enchancing Consumer Attitudes Toward Green Products: The Role of Environmental Concerns and Eco Literacy

Abstract

The purpose of this study is to look into how eco-literacy and environmental concerns influence consumer attitudes toward environmentally friendly items, namely electric bicycles. As global awareness of environmental preservation grows, consumers prefer products with a low negative influence on the ecosystem. Electric bicycles have arisen as a transportation option that supports this movement because they use renewable energy and reduce greenhouse gas emissions. This study employs a survey method, delivering questionnaires to 60 respondents in Purwokerto, which were analyzed using multiple regression. The findings indicate that eco-literacy and environmental concern have a favorable and significant influence on consumer sentiments toward environmentally friendly items. These data suggest that customers' attitudes toward electric bicycles are more positive as their level of ecological literacy and environmental consciousness increases. The study's conclusion underlines the significance of raising public awareness of environmental issues in order to stimulate the use of eco-friendly products.

Keywords: Attitude towards green product; eco-literacy; environmental concerns