Customer Analytics in the Adoption of “Beeswax Wrap” Eco-Friendly Packaging Based on the Theory of Innovation Diffusion

The research focuses on the following constructs related to the adoption of beeswax wrap as an environmentally friendly food packaging alternative:
1. Perceived Attributes of Innovation (PAI):
Individuals' perceptions of beeswax wrap in terms of its relative advantage, compatibility, complexity, trialability, and observability.
2. Communication Channel (CC):
The role of media and interpersonal communication in spreading awareness and influencing perceptions about beeswax wrap.
3. Social System (SS):
The influence of societal norms, peer groups, and cultural acceptance on the decision to adopt beeswax wrap.
4. Change Agent’s Promotion Efforts (CAP):
The effectiveness of promotional activities, campaigns, and advocacy by environmental agents in encouraging the use of beeswax wrap.
5. Innovation’s Adoption Rate (IAR):
The level and speed at which individuals adopt beeswax wrap, moving through the stages of knowledge, persuasion, decision, implementation, and confirmation.
The study was distributed to various communities in Bandung City without demographic restrictions, in the period from January to March 2025. This questionnaire, which is based on the Diffusion of Innovation Theory, measures key factors such as perceived attributes of the innovation, communication channels, social systems, and promotional efforts by change agents, using a 5-point Likert scale, ranging from “1 = strongly disagree” to “5 = strongly agree.”
Mixed methods were applied in this study, with the quantitative stage identifying the factors driving the adoption of the beeswax wrap innovation, while the qualitative stage observed the manufacturing process of the product. Data was collected through a questionnaire distributed cross-sectionally in Bandung, followed by observations and interviews with beeswax wrap businesses in the area.