Identification of factors influence to complétion of adoption procès of ecolabel in fisheries product

Abstract

This study aims to determine what factors affect consumers in the process of adoption of eco-label on fishery products and provide program recommendations to improve eco-label adoption. The study used primary data through the questionnaire in a Likert scale 1-5 to 200 respondents in Semarang City, Central Java Indonesia. The process of adoption of eco-label is divided into two phases: Initiation of adoption process and completion of the adoption process, the discussion focus on completion phase. Hypothesis testing is done by multiple linear regression analysis. The results indicate that in the phase of completion of the adoption process, consumer buying intention and consumer experience is moderator variable that has the greatest influence to accelerate the completion of the adoption process.