Factors Influencing Indonesian Consumers' Purchase Intention of Eco-labeled Canned Tuna

Abstract

Ecolabelling for wild-caught seafood, including Dolphin-Safe and MSC, has become more important as environmental issues increase. This study investigates the factors influencing Indonesian consumers' purchase intentions for eco-labeled canned tuna, focusing on consumer trust, behavioral intentions, perceived effectiveness, subjective norms, price, knowledge, and attitudes. Utilizing the Fuzzy AHP method, the study prioritizes these factors to understand their impact on purchasing decisions. The findings reveal that perceived consumer effectiveness, attitudes, and trust are the most significant drivers of purchasing intentions for eco-labeled canned tuna. Conversely, consumer knowledge had a relatively low impact, highlighting a critical gap in consumer education regarding environmental issues and ecolabelling. While consumer knowledge had a relatively low impact, this finding highlights a critical gap in consumer education regarding environmental issues and ecolabelling. To address this gap, enhancing consumer awareness and education about ecolabels could increase the acceptance and purchase of eco-labeled products. The results offer valuable guidance for policymakers and stakeholders aiming to improve eco-labeling initiatives and align them with consumer preferences, ultimately supporting sustainable consumption practices.