Do Environmental Concerns and Perceived Quality-Benefit Encourage Consumers' Willingness To Pay More for Pro-Environmental Products?

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Published: Aug 14, 2024
Keywords:
pro-environmental product, environmental concern, perceived quality benefit, willingness to pay more produk pro-lingkungan, kepedulian lingkungan, manfaat kualitas yang dirasakan, kesediaan untuk membayar lebih

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Dhika Cahyasita
Universitas Pembangunan Nasional Veteran Yogyakarta
Dinda Dewi Aisyah
Universitas Pembangunan Nasional Veteran Yogyakarta
Ayu Kumala Sari
Universitas Pembangunan Nasional Veteran Yogyakarta

Abstract

This research aims to see the influence of environmental awareness and quality benefits consumers feel on willingness to pay more. Data from 228 respondents was collected through an online survey to fill out a structured questionnaire. The PLS-SEM approach was used in data analysis. The results of the study show that both environmental awareness and perceived quality-benefit have a significant positive influence on consumers' willingness to pay more for green products. The policy implication that can be recommended is to normalize premium prices for pro-environmental products by optimizing marketing communications.

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How to Cite
Cahyasita, D. ., Aisyah, D. D. and Sari, A. K. (2024) “Do Environmental Concerns and Perceived Quality-Benefit Encourage Consumers’ Willingness To Pay More for Pro-Environmental Products?”, Jurnal Sosial Ekonomi Pertanian, 20(3), pp. 269-280. Available at: https://journal.unhas.ac.id/index.php/jsep/article/view/36075 (Accessed: 1September2024).
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Vol. 20 No. 3 (2024): October, 2024
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Articles
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