THE INFLUENCE OF PRICE FAIRNESS, ENVIRONMENTAL AWARENESS, AND HEALTH CONSCIOUSNESS ON ATTITUDE TOWARD DISPOSABLE GALLONS AND ITS IMPACT ON PURCHASE INTENTION

Abstract

The transition from refillable gallons to disposable gallons has sparked public debate. Although introduced as a practical solution, this product has raised concerns about its impact on the environment and health, which has become the basis for the rejection of disposable gallons. The public also perceives that the price for disposable packaging is unfair. Given this rejection of the transition, it is important to better understand the factors behind public resistance, so that it can form the basis for formulating more appropriate policies and communication strategies. This study examines the role of Price Fairness (PF), Environmental Awareness (EA), Health Consciousness (HC) in shaping Attitude (AT), and how Attitude (AT) influences Purchase Intention (PI). This study uses the Theory of Reasoned Action (TRA) and quantitative methods. A total of 300 refillable gallon users who have knowledge about disposable gallons were interviewed through an online survey and analyzed using Structural Equation Modeling (SEM). The results of the analysis showed that Price Fairness, Environmental Awareness, Health Consciousness significantly influenced Attitude and Attitude significantly influenced Purchase Intention. This finding indicates that consumer attitudes toward disposable gallons are significantly influenced by perceptions of price fairness, environmental awareness, and health consciousness. Building a positive attitude toward this product requires an approach that not only emphasizes practical aspects but also pays attention to the ethical and sustainability dimensions that are the main concerns of consumers. Practical implications for producers and policymakers are the importance of designing communication and education strategies that emphasize price transparency, transparency of recycling systems to demonstrate commitment to environmental conservation, and guarantee health safety. This allows the right marketing strategy to be a driver in public acceptance of disposable gallons.