Mapping of Green Buying Perception in Developing Country

This study aims to gather information and analyze in-depth about the public perception on the green buying in Indonesia. The analysis focus on each of the community groups, ie group of professionals, group of housewives, and group of young people. These three groups are expected to represent the green buying behavior of today's society. Research is conducted by using qualitative research approach, using the technique of in-depth interviews in data collection. This study finds that people have different ‘green’ buying behavior. Professional groups are the groups most concerned in it, while the groups who are less concerned with green buying are groups of housewives, normally they reasoned that the purchase of green products are very expensive. The great expectation for environmentally conscious and green buying behavior is on groups of young people (students). Generally, young people have a great desire to behave in green if later they are already working and earning enough to buy green products which are generally more expensive than the regular products. Future expectations are that these research findings can be used as a reference by the government in environmental policy making, as well as benefits to the company/organization in offering products that are environmentally friendly