JAPANESE CONSUMERS ’ BEHAVIORAL INTENTION AND VALUES TOWARD FUROSHIKI AS A PACKAGING FOR FOOD PRODUCTS FINAL PROJECT By: ALIA JESSICA 19014074 Undergraduate Program School of Business and Management Institut Teknologi Bandung i JAPANESE CONSUMERS ’ BEHAVIORAL INTENTION AND VALUES TOWARD FUROSHIKI AS A PACKAGING FOR FOOD PRODUCTS Alia Jessica 19014074 Supervisor: Herry Hudrasyah, MA Bachelor of Management Program School of Business and Management Institut Teknologi Bandung, 2017 ABSTRACT Japan has been facing the problem of over packaging because the products in Japan are using excessive packaging materials, especially paper and plastic based packaging. One of the ways to alleviate the problem of excessive waste is to use a more environmentally friendly packaging material such as Furoshiki. In that sense, this study would like to analyze the Japanese packaged food consumers’ behavioral intention toward Furoshiki and compare the result with their behavioral intention toward paper and plastic based packaging using the Extended Fishbein model. Furthermore, this study will also explore the Japanese packaged food consumers’ values using Kahle’s List of Values as an additional evaluation factor to measure their behavior. From the Extended Fishbein model calculation, the behavioral intention of the Japanese consumers’ toward purchasing Furoshiki as a packaging for food products scored the highest compared to paper and plastic packaging. From Kahle’s List of Values, it can be identified that the values that the majority of Japanese consumers in this research chose warm relationships with others, self-fulfillment, and fun and enjoyment of life as the most important value to have in life. Keyword: Furoshiki, Japanese Consumers, the Extended Fishbein Model , Kahle’s List of Values, ii BEHAVIORAL INTENTION DAN NILAI-NILAI KONSUMEN JEPANG TERHADAP FUROSHIKI SEBAGAI KEMASAN PRODUK MAKANAN Alia Jessica 19014074 Pembimbing: Herry Hudrasyah, MA Program Sarjana Sekolah Bisnis dan Manajemen Institut Teknologi Bandung, 2017 ABSTRAKSI Jepang menghadapi masalah overpackaging karena produk-produknya menggunakan bahan kemasan kertas dan plastik secara berlebihan. Salah satu cara untuk mengatasi masalah sampah kemasan yang berlebihan adalah dengan menggunakan bahan kemasan yang lebih ramah lingkungan seperti Furoshiki. Maka dari itu, penelitian ini ingin menganalisis behavioral intention konsumen Jepang terhadap penggunaan Furoshiki sebagai kemasan makanan dan membandingkan hasilnya dengan behavioral intention mereka terhadap kemasan kertas dan plastik dengan menggunakan The Extended Fishbein model. Penelitian ini juga akan mengeksplorasi nilai konsumen Jepang dengan menggunakan Kahle's List of Values sebagai faktor evaluasi tambahan. Dari perhitungan menggunakan Extended Fishbein model, Behavioral Intention konsumen Jepang terhadap Furoshiki mendapatkan skor paling tinggi jika dibandingkan dengan skor terhadap kemasan plastik dan kertas. Dari Kahle's List of Values, hubungan hangat dengan orang lain, pemenuhan diri, dan kesenangan dan kenikmatan hidup dipilih sebagai nilai terpenting dalam hidup. Kata kunci: Furoshiki, Konsumen Jepang, the Extended Fishbein Model, Kahle's List of Values, Behavioral Intention iii APPROVAL PAGE JAPANESE CONSUMERS ’ ATTITUDE TOWARD FUROSHIKI AS A PACKAGING FOR FOOD PRODUCTS By ALIA JESSICA ID No: 19014074 A Final Project in Partial Fulfillment of the Requirement for the Degree of Bachelor of Management Undergraduate Program of Management Study School of Business and Management Institut Teknologi Bandung Desember 28, 2017 Approved By Herry Hudrasyah, MA NIP.131914187 iv FOREWORD First of all, I would like to express my deepest gratitude to God Almighty for the guidance and blessings that he has given to me throughout my final project. I am beyond blessed to be given an opportunity to conduct a research in a topic that I am very passionate about which is packaging in a marketing aspect. However, this final project couldn’t be finished without the help of these wonderful and kind people who have guided and supported me throughout this project. 1. My parents, Mr. Irmawanto Soekamto and Mrs. Melina Alaydroes. Thank you for your endless support and motivation for me. Aside from financial support, my parents believe in me more than I could believe in myself which gave me the strength to pull through. 2. Mr. Herry Hudrasyah, as my supervisor and mentor who is always very eager to share his knowledge to me in order to be a better researcher. 3. Mrs. Emma Hermasari, Mrs. Anti Novarianti, and Mrs. Yanie Saputra. Thank you for giving me the opportunity to have an exchange program to Japan. I am forever thankful for this opportunity. 4. My siblings, Irmadini Ruby, Anindia Soekamto, Muhammad Rizky, and Muhammad Ibnu Sina. I love all of you beyond words, thank you for being my support system. 5. My friends and Colleague in Japan. Thank you so much for your contribution to my research, I am beyond blessed to have a chance to meet you in Japan 6. All of my friends in SBM ITB especially Khansa, Dinda, Manda, Lita, Mede, Hanun, Iko, Reza, Atika, Palmin, Fajar, Avilla, Nadia, Hansel and my “pengmas” squad. Thank you for all of the support during this final project and thank you for all the wonderful memories. I wish nothing but the best for all of my friends in SBM ITB . Hopefully, this final project will give a positive contribution to other researcher or marketer in the future. Bandung, 28 th December 2017 Alia Jess ica 19014074 v LIST OF CONTENTS ABSTRACT .................................................................................................................................... i APPROVAL PAGE ..................................................................................................................... iii FOREWORD................................................................................................................................ iv CHAPTER I INTRODUCTION ................................................................................................. 1 1.1 Background .......................................................................................................................... 1 1.2 Purpose of Study.................................................................................................................. 4 1.3 Research Questions ............................................................................................................. 4 1.4 Research Objective .............................................................................................................. 4 1.5 Research Scope and Limitation .........................................................................................