AN EXPLORATORY STUDY ON CONSUMERS BEHAVIOR OF CANANG IN BALI THE IMPLEMENTATION OF SOCIAL MARKETING CONCEPT TOWARDS ECO-FRIENDLY BEHAVIOR.
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AN EXPLORATORY STUDY ON CONSUMERS’ BEHAVIOR
OF CANANG IN BALI: THE IMPLEMENTATION OF SOCIAL MARKETING
CONCEPT TOWARDS ECO-FRIENDLY BEHAVIOR
1
Ni Wayan Sri Suprapti; 2Ni Ketut Purnawati; 3Ni Made Rastini;
4
Sudarsana Arka; 5Eka Ardhani Sisdyani
1,2,3,4,5
Faculty of Economics & Business, Udayana University
e-mail: cening_prapti@yahoo.com
This study aims to investigate consumers’ behavior of housewives in using canang. Data are
collected from 150 housewives as consumers of canang that are classified into three categories based
on the origin of the husbands and area of living. Data are also obtained from three experts in Hindu
religion and concept of canang. The result shows that in terms of daily usage of canang there are
indeed differences between consumers’ behaviors in Southern and Eastern of Bali. The difference is
contributed solely by customs and traditions. However, when warned with the scarcity of materials in
the future, they aware of the condition and start showing green behavior in using canang. They state
that they are willing to use modified canang as long as it does not alter the meaning.
This study implies that the movement of green consumer in the usage of canang materials has
emerged. Massive acceleration towards green behavior needs to be done by involving related parties
through delivery of education and socialization by adopting social marketing concepts. People should
aware that this behavior is crucial to support natural conservation.
Keywords: canang; eco-friendly consumer; social marketing
INTRODUCTION
Marketing concept has evolved from production concept to social marketing concept.
The marketing concept expands to social marketing by including the long-term welfare and
interest of the consumers and society. This encourages natural and environment
conservation in order to improve the quality of human lives. For Hindu people in Bali, in
fact, the social marketing concept has been practiced through religious rituals or customs
for such a long period of time. For instance, the Pecaruan Agung ritual that is conducted to
rebalance the universe after a natural disaster takes place. Another example would be the
ritual of Tumpek Bubuh to thank The God for providing us with all the plants for the
wealth of human lives.
One essential product used in the rituals is called canang that is made of young
coconut leaves and fresh flowers. Both are renewable resources provided that land for
planting is available. Recently, however, the scarcity of the resources has emerged due to
the decrease of agricultural land in Bali. This situation has forced to bring in canang
materials from outside Bali. Even though the agricultural land is still widely available
outside Bali, this could not guarantee the availability of canang material in the long run;
1
because the value added of agricultural land is likely lower than when the land is
functioned in non agricultural field.
The form and size of canang can be classified into two groups, namely (1) the style
of southern part of Bali (adopted from tradition in Badung and Denpasar city); and (2) the
style of eastern part of Bali (based on tradition in Bangli, Gianyar, Klungkung, and
Karangasem regencies). Canang of southern part of Bali is relatively bigger with more
flowers in it compare to canang of eastern part of Bali. Consequently, the price of canang
of southern part of Bali is higher. This price should have been able to lower, for example
by decreasing the size or substituting the materials with the more readily available
materials. This small innovation would work only if both the producer and consumer have
the same understanding that the changes do not lower the religious value of canang. In this
case, both can be considered acting green or eco-friendly behavior.
Consumer’s green behavior can be shown by consuming eco-friendly products, like
(1) buying product with reuse package; (2) using recycle product; and (3) using renewable
raw materials. This study aims to identify several steps to balance religious ritual with the
responsibility of eco-friendly behavior in consuming canang. Specifically, the purposes of
this research are: (1) to compare consumer behavior of buying and using canang in South
and East Bali; (2) to explain consumer attitude towards eco-friendly canang in South Bali;
and (3) to explain the intention of South Bali consumers to buy eco-friendly canang.
The term eco-friendly concerns with the base of the canang, called ceper . There are
two types of ceper , namely: (1) ceper bungkul that uses one whole of young coconut leaf;
and (2) ceper sibak that uses only one half of young coconut leaf. The concept of ecofriendly is also limited to the following aspects: (1) the use of smaller size ceper bungkul;
(2) the shift from the use of canang ceper bungkul to canang ceper sibak; (3) the
combination of ceper materials, not only made of young coconut leaf but combined with
older coconut leaf, palm leaf, and banana leaf; or (4) the change of canang itself, without
ceper at all.
LITERATURE REVIEW
Social Marketing
Social marketing concept is different from traditional marketing. The traditional
concept discusses various business oriented marketing activities, while social marketing
focus more on influencing people behavior in ensuring healthy lives, preventing accidents,
2
protecting environment, donating to the society, and increasing financial welfare. Many
definitions of social marketing exist, two of them are as follows (Lee and Kotler, 2011:7).
“Social marketing is a process that uses marketing principles and tec hnique to
influence target audience behaviors that will benefit society as well as the individual.
This strategically oriented discipline relies on creating, communicating, delivering,
and exchanging offering that have positive value for individuals, clients, partmers,
and society at large (Nancy R. Lee, Michael L. Rotchild, and Bill Smith, 2011).”
“Social marketing is the application of commercial marketing concepts and tools to
influence the voluntary behavior of target audience to improve their lives or the
society of which they are a part (Alan Andreason, 2011).”
Based on the two definitions, it can be stated that social marketing includes various
activities to change people behavior from negative to positive. All are targeted to protect
individual and society from unwanted negative impacts, now and in the future.
Green Behavior
In business, both producers and consumers are expected to have green behavior.
Producers should conduct sustainable marketing that is to arrange, promote, price, and
distribute the product in a way to protect the environment (Polonsky, 2011). The main idea
of green marketing is to increase people awareness on environmental issues and help to
save the environment by switching to green products. Thus, the purpose of green
marketing is to provide more information and choices for consumers to switch to green life
style. These aspects would drive business to develop eco-friendly products (Rex and
Baumann, 2007). Green marketing needs a strong relationship with all suppliers,
middleman marketers, and customers at most (Chan et al., 2012).
Related to green behavior, theories about attitude are applied to explain the
phenomenon (Ajzen, 1991; Kalafatis et al., 1999; Cheah & Pau, 2011). A person’s positive
attitude and intention toward green behavior can be built since the early age. Previous
studies (Rokicka, 2002; Suki, 2013; Tarkiainen and Sundqvist, 2014) that use theory of
attitude show that good attitude, subjective norms, and perceived behavioral control
positively affect the purchase intention. A study of Rashid (2009) in Malaysia finds that
when consumers aware about eco-friendly product label then they would react positively
towards green marketing and are willing to buy green products. Furthermore, Cheah & Pau
(2011) find that social influence determines one’s intention to consume green products.
3
The studies mentioned above show that consumers’ green behavior is determined
by their knowledge about environment, their attitude towards environment, subjective
norms or social pressures from the environment, and their intention to conduct green
behavior. Theories, concepts, and research findings are very relevant to adopt in social
contexts, specifically in order to increase people’s green behavior.
Green Behavior according to Hindu Perspective
Preserving green environment to Hindu Balinese has been considered important, as
stated on Hindu holy books. In Arthava Veda XVIII.I.17 (in Wiana, 2011: 67) it is stated
that:
Wise people maintains and preserves three primary things that cover the universe, mainly the
earth. The forms are difference, but complement each others. The three things are water, air,
and plants as sources of food and medicines, and thus the source of lives.
For Hindu people, contact to the God can be done in four ways that is called Catur
Marga , namely: (1) Bhakti Marga , meaning Number dedication; (2) Karma Marga that is
work without expecting reward; (3) Jnana Marga , meaning dedication through science;
and (4) Raja/Yoga Marga , meaning unity with the God, (Widana, 2009: 65).
In implementing Bhakti Marga , Hindu people do yadnya by presenting holy
offering to the God, ancestors, the universe, and other living creatures. The offering takes
the form of banten or upakara , including all things related to the art of hand work from the
available materials provided by the God (Swastika, 2010:6). The materials of the offerings
should include fresh flower, fruit, water, flame, and leaf. The holy book of Bhagawadgita
IX: 25:29 (in Wiana, 2009: 11 and Swastika, 2010:2) states that:
“Anyone who prays to ME offering a piece of leaf (Pattram), a flower (Puspam), one kind of
fruit (Phalam), a sip of holy water (Toyam), as long as the offerings are based on love and
sincere, I will accept”.
In Bali, these all materials are combined in an offering medium called canang.
Because the offering media always needs flowers, leaves, fruits, water, and flame, people
would learn either directly or indirectly that they have to maintain and preserve the natural
environment, as all the materials come from nature. In Atharva Veda VIII.2.25 and
VIII.7.10 it is stated that human and other living creatures will have welfare lives when
atmosphere is maintained properly; fertile and preserve plants/forests will clean polluted
atmosphere (Wiana, 2011:70).
4
RESEARCH METHOD
Data Collection
Research population consists of housewives categorized by husband origins. First
group is from South Bali (Badung Regency and Denpasar City) and the second group is
from East Bali (Gianyar and Klungkung Regency). In Balinese Hindu tradition, married
women are obligated to behave and adjust culture in accordance with husband origin
culture, including in preparing canang for offerings. Based on variation in canang
appearance in South and East Bali, the behavior in buying and using canang is classified
into three categories.
1. Consumers with husbands’ origin of South Bali, who buy and use canang based on
tradition of this area (Group A).
2. Consumers with husbands’ origin of East Bali but live in Denpasar City or Badung
Regency. This type of consumer could show one of these two possible behaviors:
using canang according to husband’s origin; or following tradition where they live
in Denpasar or Badung (Group B).
3. Consumers with husbands’ origin of East Bali and live in Klungkung or Gianyar
Regency. Like the first group, this kind of consumers is certain to buy and use
canang in accordance with tradition of these areas (Group C).
Sample consists of 150 housewives with composition as follows: 85 persons from
Group A, 34 from Group B, and 31 from Group C. Most sample are taken from Group A
because it is the behavior of this group that is targeted to be changed to be more ecofriendly. Data is also gathered from three experts of Hindu Religion.
Measurement
The main variables in this research are: (1) consumers’ attitude towards the ecofriendly canang; and (2) intention to buy the eco-friendly canang. Consumers’ attitude is
measured with the following questions. How is your perception of canang that: (a) has
ceper sibak as the base, instead of ceper bungkul?; (b) has a smaller ceper as the base?; (c)
combines materials with green coconut leaves and palm leaves or banana leaves?; and (d)
has no ceper base at all? Variable of consumers’ intention is measured by the questions as
follows: Are you willing to buy canang that (a) has ceper sibak as the base, instead of
5
ceper bungkul?; (b) has a smaller ceper as the base?; (c) combines materials with green
coconut leaves and palm leaves or banana leaves?; and (d) has no ceper base at all?
Every question has four alternative answers, agree, less agree, not agree, and not
know. Respondent has to provide reason for every chosen answer. Before asked about the
two main variables, respondents are asked about their habit of buying canang, and their
awareness of the increasingly scarce materials.
Data Analysis
Data are analyzed using statistic descriptive, including mean, frequency distribution
to reduce respondents’ answers regarding the main variables. The explanation of research
variables is combined with explanation of the three Hindu experts.
RESULTS
Behavior of Buying and Using Canang
Table 1-3
show information about consumers’ behavior in buying and using
canang, including the frequency of offering the canang, basic materials of the canang, and
the average of monthly expenditure for buying canang. Below is the data of the three
groups of consumers.
Table 1. Sample Distribution Based on Frequency to Offer Canang
Frequency
Group A
Group B
Number
Everyday
Only holiday
Number
%
Number
76 89,4
9
10,6
85 100,0
Group C
%
Number
33 97,1
1
2,9
34 100,0
Total
%
Number
27 87,1
4
12,9
31 100,0
%
136 90,7
14
9,3
150 100,0
Table 2. Sample Distribution Based on Basic Materials of Canang
Basic Materials of
Canang
Group A
Number
Group B
%
Number
Coconut Leaves
Banana Leaves for
everyday, coconut
leaves for holidays
Others
36
40
47,4
52,6
-
-
Number
76 100,0
12
15
Group C
%
36,4
45,5
6
18,2
33 100,0
Number
17
5
Total
%
63,0
18,5
5 18,5
27 100,0
Number
65
60
%
47,8
44,1
11
8,1
136 100,0
6
Table 3. Sample Distribution Based on Monthly Expenditure for Buying Canang
Monthly
Expenditure for
Canang (IDR)
Group A
Number
Group B
%
Number
Group C
%
Number
Total
%
Number
%
Offering Canang Everyday
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AN EXPLORATORY STUDY ON CONSUMERS’ BEHAVIOR
OF CANANG IN BALI: THE IMPLEMENTATION OF SOCIAL MARKETING
CONCEPT TOWARDS ECO-FRIENDLY BEHAVIOR
1
Ni Wayan Sri Suprapti; 2Ni Ketut Purnawati; 3Ni Made Rastini;
4
Sudarsana Arka; 5Eka Ardhani Sisdyani
1,2,3,4,5
Faculty of Economics & Business, Udayana University
e-mail: cening_prapti@yahoo.com
This study aims to investigate consumers’ behavior of housewives in using canang. Data are
collected from 150 housewives as consumers of canang that are classified into three categories based
on the origin of the husbands and area of living. Data are also obtained from three experts in Hindu
religion and concept of canang. The result shows that in terms of daily usage of canang there are
indeed differences between consumers’ behaviors in Southern and Eastern of Bali. The difference is
contributed solely by customs and traditions. However, when warned with the scarcity of materials in
the future, they aware of the condition and start showing green behavior in using canang. They state
that they are willing to use modified canang as long as it does not alter the meaning.
This study implies that the movement of green consumer in the usage of canang materials has
emerged. Massive acceleration towards green behavior needs to be done by involving related parties
through delivery of education and socialization by adopting social marketing concepts. People should
aware that this behavior is crucial to support natural conservation.
Keywords: canang; eco-friendly consumer; social marketing
INTRODUCTION
Marketing concept has evolved from production concept to social marketing concept.
The marketing concept expands to social marketing by including the long-term welfare and
interest of the consumers and society. This encourages natural and environment
conservation in order to improve the quality of human lives. For Hindu people in Bali, in
fact, the social marketing concept has been practiced through religious rituals or customs
for such a long period of time. For instance, the Pecaruan Agung ritual that is conducted to
rebalance the universe after a natural disaster takes place. Another example would be the
ritual of Tumpek Bubuh to thank The God for providing us with all the plants for the
wealth of human lives.
One essential product used in the rituals is called canang that is made of young
coconut leaves and fresh flowers. Both are renewable resources provided that land for
planting is available. Recently, however, the scarcity of the resources has emerged due to
the decrease of agricultural land in Bali. This situation has forced to bring in canang
materials from outside Bali. Even though the agricultural land is still widely available
outside Bali, this could not guarantee the availability of canang material in the long run;
1
because the value added of agricultural land is likely lower than when the land is
functioned in non agricultural field.
The form and size of canang can be classified into two groups, namely (1) the style
of southern part of Bali (adopted from tradition in Badung and Denpasar city); and (2) the
style of eastern part of Bali (based on tradition in Bangli, Gianyar, Klungkung, and
Karangasem regencies). Canang of southern part of Bali is relatively bigger with more
flowers in it compare to canang of eastern part of Bali. Consequently, the price of canang
of southern part of Bali is higher. This price should have been able to lower, for example
by decreasing the size or substituting the materials with the more readily available
materials. This small innovation would work only if both the producer and consumer have
the same understanding that the changes do not lower the religious value of canang. In this
case, both can be considered acting green or eco-friendly behavior.
Consumer’s green behavior can be shown by consuming eco-friendly products, like
(1) buying product with reuse package; (2) using recycle product; and (3) using renewable
raw materials. This study aims to identify several steps to balance religious ritual with the
responsibility of eco-friendly behavior in consuming canang. Specifically, the purposes of
this research are: (1) to compare consumer behavior of buying and using canang in South
and East Bali; (2) to explain consumer attitude towards eco-friendly canang in South Bali;
and (3) to explain the intention of South Bali consumers to buy eco-friendly canang.
The term eco-friendly concerns with the base of the canang, called ceper . There are
two types of ceper , namely: (1) ceper bungkul that uses one whole of young coconut leaf;
and (2) ceper sibak that uses only one half of young coconut leaf. The concept of ecofriendly is also limited to the following aspects: (1) the use of smaller size ceper bungkul;
(2) the shift from the use of canang ceper bungkul to canang ceper sibak; (3) the
combination of ceper materials, not only made of young coconut leaf but combined with
older coconut leaf, palm leaf, and banana leaf; or (4) the change of canang itself, without
ceper at all.
LITERATURE REVIEW
Social Marketing
Social marketing concept is different from traditional marketing. The traditional
concept discusses various business oriented marketing activities, while social marketing
focus more on influencing people behavior in ensuring healthy lives, preventing accidents,
2
protecting environment, donating to the society, and increasing financial welfare. Many
definitions of social marketing exist, two of them are as follows (Lee and Kotler, 2011:7).
“Social marketing is a process that uses marketing principles and tec hnique to
influence target audience behaviors that will benefit society as well as the individual.
This strategically oriented discipline relies on creating, communicating, delivering,
and exchanging offering that have positive value for individuals, clients, partmers,
and society at large (Nancy R. Lee, Michael L. Rotchild, and Bill Smith, 2011).”
“Social marketing is the application of commercial marketing concepts and tools to
influence the voluntary behavior of target audience to improve their lives or the
society of which they are a part (Alan Andreason, 2011).”
Based on the two definitions, it can be stated that social marketing includes various
activities to change people behavior from negative to positive. All are targeted to protect
individual and society from unwanted negative impacts, now and in the future.
Green Behavior
In business, both producers and consumers are expected to have green behavior.
Producers should conduct sustainable marketing that is to arrange, promote, price, and
distribute the product in a way to protect the environment (Polonsky, 2011). The main idea
of green marketing is to increase people awareness on environmental issues and help to
save the environment by switching to green products. Thus, the purpose of green
marketing is to provide more information and choices for consumers to switch to green life
style. These aspects would drive business to develop eco-friendly products (Rex and
Baumann, 2007). Green marketing needs a strong relationship with all suppliers,
middleman marketers, and customers at most (Chan et al., 2012).
Related to green behavior, theories about attitude are applied to explain the
phenomenon (Ajzen, 1991; Kalafatis et al., 1999; Cheah & Pau, 2011). A person’s positive
attitude and intention toward green behavior can be built since the early age. Previous
studies (Rokicka, 2002; Suki, 2013; Tarkiainen and Sundqvist, 2014) that use theory of
attitude show that good attitude, subjective norms, and perceived behavioral control
positively affect the purchase intention. A study of Rashid (2009) in Malaysia finds that
when consumers aware about eco-friendly product label then they would react positively
towards green marketing and are willing to buy green products. Furthermore, Cheah & Pau
(2011) find that social influence determines one’s intention to consume green products.
3
The studies mentioned above show that consumers’ green behavior is determined
by their knowledge about environment, their attitude towards environment, subjective
norms or social pressures from the environment, and their intention to conduct green
behavior. Theories, concepts, and research findings are very relevant to adopt in social
contexts, specifically in order to increase people’s green behavior.
Green Behavior according to Hindu Perspective
Preserving green environment to Hindu Balinese has been considered important, as
stated on Hindu holy books. In Arthava Veda XVIII.I.17 (in Wiana, 2011: 67) it is stated
that:
Wise people maintains and preserves three primary things that cover the universe, mainly the
earth. The forms are difference, but complement each others. The three things are water, air,
and plants as sources of food and medicines, and thus the source of lives.
For Hindu people, contact to the God can be done in four ways that is called Catur
Marga , namely: (1) Bhakti Marga , meaning Number dedication; (2) Karma Marga that is
work without expecting reward; (3) Jnana Marga , meaning dedication through science;
and (4) Raja/Yoga Marga , meaning unity with the God, (Widana, 2009: 65).
In implementing Bhakti Marga , Hindu people do yadnya by presenting holy
offering to the God, ancestors, the universe, and other living creatures. The offering takes
the form of banten or upakara , including all things related to the art of hand work from the
available materials provided by the God (Swastika, 2010:6). The materials of the offerings
should include fresh flower, fruit, water, flame, and leaf. The holy book of Bhagawadgita
IX: 25:29 (in Wiana, 2009: 11 and Swastika, 2010:2) states that:
“Anyone who prays to ME offering a piece of leaf (Pattram), a flower (Puspam), one kind of
fruit (Phalam), a sip of holy water (Toyam), as long as the offerings are based on love and
sincere, I will accept”.
In Bali, these all materials are combined in an offering medium called canang.
Because the offering media always needs flowers, leaves, fruits, water, and flame, people
would learn either directly or indirectly that they have to maintain and preserve the natural
environment, as all the materials come from nature. In Atharva Veda VIII.2.25 and
VIII.7.10 it is stated that human and other living creatures will have welfare lives when
atmosphere is maintained properly; fertile and preserve plants/forests will clean polluted
atmosphere (Wiana, 2011:70).
4
RESEARCH METHOD
Data Collection
Research population consists of housewives categorized by husband origins. First
group is from South Bali (Badung Regency and Denpasar City) and the second group is
from East Bali (Gianyar and Klungkung Regency). In Balinese Hindu tradition, married
women are obligated to behave and adjust culture in accordance with husband origin
culture, including in preparing canang for offerings. Based on variation in canang
appearance in South and East Bali, the behavior in buying and using canang is classified
into three categories.
1. Consumers with husbands’ origin of South Bali, who buy and use canang based on
tradition of this area (Group A).
2. Consumers with husbands’ origin of East Bali but live in Denpasar City or Badung
Regency. This type of consumer could show one of these two possible behaviors:
using canang according to husband’s origin; or following tradition where they live
in Denpasar or Badung (Group B).
3. Consumers with husbands’ origin of East Bali and live in Klungkung or Gianyar
Regency. Like the first group, this kind of consumers is certain to buy and use
canang in accordance with tradition of these areas (Group C).
Sample consists of 150 housewives with composition as follows: 85 persons from
Group A, 34 from Group B, and 31 from Group C. Most sample are taken from Group A
because it is the behavior of this group that is targeted to be changed to be more ecofriendly. Data is also gathered from three experts of Hindu Religion.
Measurement
The main variables in this research are: (1) consumers’ attitude towards the ecofriendly canang; and (2) intention to buy the eco-friendly canang. Consumers’ attitude is
measured with the following questions. How is your perception of canang that: (a) has
ceper sibak as the base, instead of ceper bungkul?; (b) has a smaller ceper as the base?; (c)
combines materials with green coconut leaves and palm leaves or banana leaves?; and (d)
has no ceper base at all? Variable of consumers’ intention is measured by the questions as
follows: Are you willing to buy canang that (a) has ceper sibak as the base, instead of
5
ceper bungkul?; (b) has a smaller ceper as the base?; (c) combines materials with green
coconut leaves and palm leaves or banana leaves?; and (d) has no ceper base at all?
Every question has four alternative answers, agree, less agree, not agree, and not
know. Respondent has to provide reason for every chosen answer. Before asked about the
two main variables, respondents are asked about their habit of buying canang, and their
awareness of the increasingly scarce materials.
Data Analysis
Data are analyzed using statistic descriptive, including mean, frequency distribution
to reduce respondents’ answers regarding the main variables. The explanation of research
variables is combined with explanation of the three Hindu experts.
RESULTS
Behavior of Buying and Using Canang
Table 1-3
show information about consumers’ behavior in buying and using
canang, including the frequency of offering the canang, basic materials of the canang, and
the average of monthly expenditure for buying canang. Below is the data of the three
groups of consumers.
Table 1. Sample Distribution Based on Frequency to Offer Canang
Frequency
Group A
Group B
Number
Everyday
Only holiday
Number
%
Number
76 89,4
9
10,6
85 100,0
Group C
%
Number
33 97,1
1
2,9
34 100,0
Total
%
Number
27 87,1
4
12,9
31 100,0
%
136 90,7
14
9,3
150 100,0
Table 2. Sample Distribution Based on Basic Materials of Canang
Basic Materials of
Canang
Group A
Number
Group B
%
Number
Coconut Leaves
Banana Leaves for
everyday, coconut
leaves for holidays
Others
36
40
47,4
52,6
-
-
Number
76 100,0
12
15
Group C
%
36,4
45,5
6
18,2
33 100,0
Number
17
5
Total
%
63,0
18,5
5 18,5
27 100,0
Number
65
60
%
47,8
44,1
11
8,1
136 100,0
6
Table 3. Sample Distribution Based on Monthly Expenditure for Buying Canang
Monthly
Expenditure for
Canang (IDR)
Group A
Number
Group B
%
Number
Group C
%
Number
Total
%
Number
%
Offering Canang Everyday