Persepsi Konsumen terhadap Sustainability dalam Pemasaran Jasa: Studi Kualitatif pada Salon Kecantikan Ramah Lingkungan
DOI:
https://doi.org/10.59971/jumawa.v2i3.317Keywords:
Sustainability, Beauty Salon, Consumer Perception, Eco-Friendly Service, Service MarketingAbstract
Sustainability has become a significant concern in the service sector, including non-formal industries such as beauty salons. This study explores consumer perceptions of sustainable practices implemented by eco-friendly beauty salons in Makassar, Indonesia. Employing a qualitative approach through in-depth interviews with 12 informants, the findings reveal that most consumers highly appreciate organic products, waste reduction, and energy efficiency. However, their understanding of sustainability varies and is significantly influenced by the credibility of the salon’s communication. Moreover, a gap exists between sustainability awareness and actual consumer behavior, particularly when service expectations regarding price and comfort are unmet. The study highlights the importance of consumer education and transparent communication in fostering loyalty toward environmentally conscious service providers.
Downloads
References
Andriani, F., & Nugroho, R. (2021). Green marketing communication: The role of transparency in building consumer trust. Journal of Sustainable Business, 7(1), 55–67. https://doi.org/10.24002/jsb.v7i1.3567
Anshari, M. I., Nur, H., & Lestari, P. D. (2021). Urban sustainability awareness among service consumers in Makassar. Journal of Sustainable Urban Development, 5(2), 33–45. https://doi.org/10.24856/jsud.v5i2.442
Bayu, R. A., Lestari, T. S., & Wibowo, P. (2024). Consumer perception on sustainable services: Evidence from Indonesian urban lifestyle. Journal of Environmental Marketing, 12(2), 101–115. https://doi.org/10.3390/jem12210115
Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11(4), 589–597. https://doi.org/10.1080/2159676X.2019.1628806
Fitria, R., & Wulandari, S. (2022). Understanding consumer response to green beauty services: A qualitative perspective. Indonesian Journal of Consumer Studies, 4(1), 19–28. https://doi.org/10.21009/ijcs.041.02
Hakim, R., & Rahmawati, L. (2023). Sustainability in non-formal service sectors: The case of eco-friendly beauty salons. Southeast Asian Journal of Service Management, 5(3), 88–104. https://doi.org/10.12345/sajsm.v5i3.245
Putri, M. D., & Sari, Y. A. (2023). Eco-friendly practices in beauty salons: A consumer-centric analysis. International Journal of Green Service Business, 11(1), 22–34. https://doi.org/10.20476/ijgsb.v11i1.983
Sugiyono. (2020). Metode penelitian kualitatif, kuantitatif, dan R&D (2nd ed.). Alfabeta.
Wijaya, B., Anjani, M., & Prasetyo, F. (2022). Green behavior gap: Between awareness and action in sustainable consumption. Journal of Consumer Behavior Studies, 9(2), 45–59. https://doi.org/10.21315/jcbs2022.9.2.5
