Development Strategy for Eco-Friendly Protective Mobile Phone Cases Through Mapping Attributes of Green Purchase Intention

Abstract

The rising consumption of plastic poses a significant global challenge. This research aims to develop strategies for bamboo - based Protective Mobile Phone Cases (PMPCs) as an eco - friendly alternative to reduce plastic waste. H owever, market interest in these products is currently low. This study uses Partial Least Square Structure Equation Model (PLS - SEM) and House of Quality ( HoQ ) methods to overcome these problems. Part of the population becomes respondents in this study, the re are 313 students at Sebelas Maret University who have purchased or used environmentally friendly products were determined through purposive sampling. Data were collected using the questionnaire and interview methods for the measurement period January 20 23 - October 2024. The novelty of this research is combination of 9 variable, namely green perceived quality, green perceived value, perceived behavioral control, environmental knowledge, environmental concern, green trust, positive attitude, subjective norm, and green purchase intention. Through the analysis of PLS - SEM, four hypotheses were accepted, along with eleven customer attributes that are relevant to green purchase intention. These attributes informed a strategy for developing eco - friendly PMPCs at Devan Bamboo using the HoQ method. This study proposed two design for bamboo - based PMPCs.