TELOBAG SEBAGAI GERBANG BARU PENGURANGAN SAMPAH: TRANSFORMASI GREEN MARKETING UNTUK MENJAWAB KRISIS SAMPAH DI PEKALONGAN

Abstrak

Environmental pollution caused by plastic waste has become a pressing issue in many regions, including Pekalongan City. This study aims to examine the public’s purchasing interest in an eco-friendly product called Telobag and to analyze the role of green marketing in increasing environmental awareness and eco-conscious consumer behavior. The research uses a descriptive quantitative method with data collected through questionnaires distributed to 100 respondents from various age groups and occupations. The findings show that the majority of the community possesses a relatively high level of environmental awareness, although it is not yet fully reflected in their purchasing behavior. Public knowledge about Telobag is moderate, with some respondents lacking a full understanding of its benefits and biodegradation process. The community’s attitude toward green marketing practices is generally positive; however, price concerns and habitual use of plastic bags remain significant barriers. This study recommends more intensive environmental education, adaptive promotional strategies, and stronger support from local government regulations to foster a greener and more sustainable consumption ecosystem.