Recently, environment and ecology have become critical issues for the global population and entrepreneurs. The millennial generation is considered one of the most prominent population groups and an attractive target for many companies to engage. This study aims to understand the Japanese millennials' attitude toward Indonesian rattan furniture as a green product. Indonesia is one of the biggest rattan furniture suppliers to the global market where Japan is listed as the third biggest market for

more »

... Indonesian rattan furniture after the U.S. and European region. In this study, the researchers made an exploratory qualitative approach to understand Japanese millennials' attitude towards Indonesian rattan furniture by analyzing the data based on the theory of characteristics of millennials and consumer attitude. This research was conducted in Indonesia and Japan. The results show Japanese millennials' attitude toward Indonesian rattan furniture is positive. Aesthetic values, price, and "summer" image of rattan furniture are the findings.