Analysis of Consumer Perception and Preferences for Affordable Green Products in Traditional Markets (Study at Simpang Limun Market, Medan)

Abstract

The growing concern for environmental issues and public awareness of nature conservation have driven the emergence of eco-friendly products with minimal environmental impact. However, the perception that eco-friendly products are expensive remains a barrier, particularly for middle- to lower-income consumers. This study aims to examine consumer perceptions and preferences toward affordable eco-friendly products in traditional markets, focusing on Simpang Limun Market, Medan, using a quantitative survey approach. Data were collected in December 2024 from 97 respondents using a pre-developed questionnaire. The results indicate that although awareness of eco-friendly products is relatively high, price remains the primary factor influencing purchasing decisions. Consumers in traditional markets tend to prefer affordable eco-friendly products, supported by direct interaction with sellers and competitive pricing. Consumer perceptions and preferences regarding affordable eco-friendly products have a positive and significant influence on consumer attitudes and behavior. On the other hand, driving and inhibiting factors, while positive, do not show a significant influence. These findings offer valuable guidance for producers and marketers to improve the accessibility and acceptance of eco-friendly products through competitive pricing strategies and more intensive consumer education.