SUSTAINABILITY STRATEGIES OF PEKALONGAN BATIK INDUSTRY ON THE PURCHASE ITENTION OF GREEN TRADITIONAL BATIK PRODUCTS

The Pekalongan batik industry has a strategic role in the national economy and cultural preservation, but faces significant environmental challenges due to water pollution and high energy consumption in its production process. To overcome these problems, the concept of Green Batik emerged as a solution that prioritizes environmentally friendly production practices. This study aims to develop a strategic model based on consumer behavior in strengthening the green ecosystem of the Pekalongan batik industry. This study identifies the main factors that influence consumer purchase intention towards Green Batik, including Socio-economic Benefit, Environmental Concern, and Government Support. In addition, this study analyzes the role of Attitude in increasing product awareness and competitiveness. Data were analyzed using Structural Equation Modeling (SEM) to test the relationship between variables in the research model. The results showed that only the socio-economic benefit factor has a positive significant role in shaping attitudes, and has a positive significant impact on purchase intention Pekalongan green batik.