Green awareness of female consumers towards sustainable products in Indonesia

The objective of this research is to map the green awareness of female consumers toward green products. The products are measured using three criteria: their usage to the environment, their suitability with consumer expectations, and their use of environmentally friendly materials. Green products span from food, beverages, fashion, and household utensils. The data of this quantitative research was harvested from a survey conducted on 100 female consumers to map them along with their decisions concerning green products. They are Indonesian women regardless of their geographical place of residence. Using the purposive sampling techniques, the respondents are married women, either working or staying at home, who have bought green-categorized products. The results of the quantitative descriptive analysis on four main indicators for green awareness have led to findings that female consumers have a significant interest on environmental issues and that they significantly express their concern to the environment.