Analisis Preferensi Konsumen terhadap Sepatu Ramah Lingkungan: Studi Kasus di Kota Semarang

Sairul Alam; Mujiya Ulkhaq; Naniek Utami Handayani

doi:10.29407/nusamba.v10i2.25214

Authors

Sairul Alam Universitas Diponegoro
Mujiya Ulkhaq Universitas Diponegoro
Naniek Utami Handayani Universitas Diponegoro

DOI:

https://doi.org/10.29407/nusamba.v10i2.25214

Keywords:

Analisis Konjoin, preferensi konsumen, fashion berkelanjutan, sepatu ramah lingkungan

Abstract

Research aim: This study aims to analyze consumer preferences toward eco-friendly shoes by identifying the most influential attributes affecting purchasing decisions, including price, recycled materials, durability, ecolabel, and recyclability.

Design/Methode/Approach: A quantitative approach was employed using Choice-Based Conjoint Analysis (CBCA) to evaluate consumer preferences for sustainable footwear.

Research Finding: Price emerged as the most influential attribute, with consumers preferring products priced between IDR 500,000–1,000,000. Recycled materials and product durability had significant positive utilities, indicating strong consumer preference for environmentally sustainable shoes. Ecolabels also played a key role, showing that certified products are more appealing. However, training shoes were less preferred compared to casual and running shoes.

Theoretical contribution/Originality: This study contributes to sustainable fashion literature by empirically highlighting the relative importance of sustainability-related attributes in consumer purchasing behavior within the footwear industry.

Practitioner/Policy implication: Manufacturers and marketers should emphasize affordable pricing, use of recycled materials, durability, and ecolabel visibility to align with consumer preferences and strengthen environmental positioning.

Research limitation: This study focuses on Indonesian consumers; future research should include broader samples to enhance generalizability.

Downloads

Download data is not yet available.

Abstract views: 331 , pdf downloads: 91

References

[1] Andika, A., Nadia, N., Najmudin, M., & Hasibuan, A. B. (2023). Green Cosmetics in Indonesia: Unraveling Attitude-Behavior Gap and Gender Moderation. Jurnal Aplikasi Manajemen, 21(4), 1134-1152.

[2] Brandão A, da Costa AG. Extending the theory of planned behaviour to understand the effects of barriers towards sustainable fashion consumption. Eur Bus Rev. 2021;33(5):742-74.

[3] Carbonfact. (2024). Carbon footprint of shoes. Available at: https://www.carbonfact.com/carbon-footprint/shoes

[4] Dobos E, Éltető A. Regulation of the fashion supply chains and the sustainability–growth balance. Sustain Account Manag Policy J. 2023;14(1):101-29.

[5] Footwear Innovation Foundation. (2025). Carbon Report: Sustainability in the shoe industry. Available at: https://www.footwearinnovation.com/carbon-report

[6] Fuchs M, Hovemann G. Consumer preferences for circular outdoor sporting goods: An Adaptive Choice-Based Conjoint analysis among residents of European outdoor markets. Clean Eng Technol. 2022;11:100556.

[7] Kim SH, Srinivasan V. A conjoint-hazard model of the timing of buyers' upgrading to improved versions of high-technology products. J Prod Innov Manag. 2009;26(3):278-90.

[8] Klemm C, Kaufman S. The importance of circular attributes for consumer choice of fashion and textile products in Australia. Sustain Prod Consum. 2024;45:538-50.

[9] Kulshreshtha K, Sharma G, Bajpai N. Conjoint analysis: the assumptions, applications, concerns, remedies and future research direction. Int J Qual Reliab Manag. 2023;40(2):607-27.

[10] Maitree N, Naruetharadhol P, Wongsaichia S. Encouraging sustainable consumption: Investigating consumer inclination to purchase products made from mango wastes. Cleaner Mater. 2024;11:100232.

[11] McNeill LS, Potdar B, McQueen RH. Prioritising sustainable garment choice among high-volume fashion consumers. J Fashion Mark Manag. 2024;28(4):875-89.

[12] Orme, B. K. (2010). Getting Started with Conjoint Analysis: Strategies for Product Design and Pricing Research. 2nd Edition. Madison: Research Publishers LLC.

[13] Qotrunnada L, Handayani NU, Ulkhaq MM. Consumer preference analysis in choosing coffee shops in Semarang using conjoint analysis. Performa: Media Ilmiah Teknik Industri. 2023;24(1):51-58.

[14] Spindler V, Schunk H, Könecke T. Sustainable consumption in sports fashion–German runners' preference and willingness to pay for more sustainable sports apparel. Sustain Prod Consum. 2023;42:411-22.

[15] Sugih IL, Soekarno S. Lesson learned from Indonesian biggest fashion retailer company to encourage the development of small fashion business. Procedia Soc Behav Sci. 2015;169:240-48.

[16] Thorisdottir TS, Johannsdottir L, Pedersen ERG, Niinimäki K. Social, environmental, and economic value in sustainable fashion business models. J Clean Prod. 2024;442:141091.

[17] Wang L, Xu Y, Lee H, Li A. Preferred product attributes for sustainable outdoor apparel: A conjoint analysis approach. Sustain Prod Consum. 2022;29:657-71.

[18] Yang J, Al Mamun ANH, Reza MNH, Yang M, Abd Aziz N. Predicting the significance of consumer environmental values, beliefs, and norms for sustainable fashion behaviors: The case of second-hand clothing. Asia Pacific Manag Rev. 2024;29(2):179-94.

[19] ZipDo. (2025). Sustainability in the shoe industry statistics. Available at: https://zipdo.co/sustainability-in-the-shoe-industry-statistics