Pengaruh Sikap Konsumen Akan Green Advertising Terhadap Tanggung Jawab Konsumen pada Lingkungan ( Iklan Air Mineral Aqua )

Abstract

The purpose of this research was to find the customers’ attitude in Salatiga toward the green advertising of the Aqua product and their responsibility toward their environment. The main objective is to explore an influence of the customers’ attitude toward the green advertising toward their environmentally responsibile consumer. The data employed in this research were the primary data. The population of this reserach was the people in Salatiga. The sampling method applied in this research was the purposive sampling. There were three criteria for the population used in this research such as the people in Salatiga who had seen the Aqua advertisement with ‘the action of squeezing Aqua bottle’, those who had bought the Aqua product, and those who were already 17 years old or those who were older than that. There were 200 respondents used as the samples in this study. The method of analyzing the data was the quantitative descriptive method. The result of this study shows that there is a positive attitude of the consumers in Salatiga toward the green advertising with the score of 4,22 and there is high responsibility of the environment on the consumers in Salatiga with the score of 3,51. The consumers’ attitude toward green advertising infuences their responsibility of the environment.