Mapping Consumer Green Awareness of Environmentally Friendly Products in Bali

Abstract

Environmentally friendly products are an important component of sustainable consumption because they are designed to reduce environmental impacts through safer, more efficient, recyclable, or reusable materials and processes. In sustainable marketing, consumer green awareness is important because it shapes how consumers recognize environmental issues, understand green-product characteristics, evaluate prices, and perceive brand image. This study aims to map consumer green awareness of environmentally friendly products in Bali Province through four indicators: Consumers’ Environmental Concern, Green Product Awareness, Price Awareness, and Brand Image Awareness. The study employed a descriptive quantitative approach using a Likert-scale survey of 120 respondents in Bali. Data were analyzed descriptively through respondent characteristics and the mean score of each indicator. Consumers’ Environmental Concern recorded the highest mean score at 4.30, followed by Green Product Awareness at 4.26, Brand Image Awareness at 3.95, and Price Awareness at 3.92. The findings indicate that concern for environmental issues and recognition of green-product characteristics are more prominent than the price and brand-image dimensions. The study provides an initial multidimensional profile of consumer green awareness in the Balinese context and highlights the importance of credible environmental and green marketing communication. Because the analysis is descriptive and respondents are geographically concentrated in Denpasar, the findings should be interpreted as a profile of the participating respondents rather than a statistical representation of the entire population of Bali.