Do Environmental Concerns and Perceived Quality-Benefit Encourage Consumers' Willingness To Pay More for Pro-Environmental Products?
Main Article Content
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.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This works is under Creative Commons Attribution LicenseReferences
Adelia, & Tunjungsari, H. K. (2023). Pengaruh kepedulian lingkungan dan kesadaran kesehatan terhadap minat beli konsumen pada produk ramah lingkungan. Jurnal Manajemen Bisnis Dan Kewirausahaan, 7(1), 151–163. https://doi.org/10.24912/jmbk.v7i1.22478
Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management, 64(5), 796–822. https://doi.org/10.1080/09640568.2020.1785404
Aisyah, D. D., & Cahyasita, D. (2023). Investigating the factor influencing Indonesian Consumers’ Intention to Purchase Green Products in Indonesia: Applying the Theory of Planned Behavior. Buletin Penelitian Sosial Ekonomi Pertanian Fakultas Pertanian Universitas Haluoleo, 25(2), 92–102. https://doi.org/10.37149/bpsosek.v25i2.840
Alhally, A. (2020). Pengaruh Kepedulian, Pengetahuan, Sikap, Inisiatif Pemerintah, Tekanan Teman Sebaya Dan Spiritualitas Terhadap Niat Beli Produk Ramah Lingkungan Di Banjarmasin. At-Tadbir : Jurnal Ilmiah Manajemen, 4(2), 130. https://doi.org/10.31602/atd.v4i2.3032
Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors Influencing Perceived Quality and Repurchase Intention Towards Green Products. Procedia Economics and Finance, 37, 391–396. https://doi.org/10.1016/s2212-5671(16)30142-3
Atmando, C. R. (2021). PENGARUH PERSEPSI GREEN PRODUCT DAN GREEN BRAND IMAGE TERHADAP MINAT BELI RUMAH RAMAH LINGKUNGAN PADA GENERASI Y DI SURABAYA. PERFORMA, 4(3), 394–405. https://doi.org/10.37715/jp.v4i3.1651
Br. Bangun, N., & Mahuli, J. I. (2022). Pengaruh Kepedulian terhadap Sikap Lingkungan dan Kemauan Membayar. All Fields of Science Journal Liaison Academia and Sosiety, 2(4), 105–112. https://doi.org/10.58939/afosj-las.v2i4.482
Budi Lestari, R. (n.d.). Minat Beli Produk Hijau pada Generasi Milenial.
Calvin, K., Dasgupta, D., Krinner, G., Mukherji, A., Thorne, P. W., Trisos, C., Romero, J., Aldunce, P., Barrett, K., Blanco, G., Cheung, W. W. L., Connors, S., Denton, F., Diongue-Niang, A., Dodman, D., Garschagen, M., Geden, O., Hayward, B., Jones, C., … Ha, M. (2023). IPCC, 2023: Climate Change 2023: Synthesis Report. Contribution of Working Groups I, II and III to the Sixth Assessment Report of the Intergovernmental Panel on Climate Change [Core Writing Team, H. Lee and J. Romero (eds.)]. IPCC, Geneva, Switzerland. In P. Arias, M. Bustamante, I. Elgizouli, G. Flato, M. Howden, C. Méndez-Vallejo, J. J. Pereira, R. Pichs-Madruga, S. K. Rose, Y. Saheb, R. Sánchez Rodríguez, D. Ürge-Vorsatz, C. Xiao, N. Yassaa, J. Romero, J. Kim, E. F. Haites, Y. Jung, R. Stavins, … C. Péan (Eds.), Atmosphere (Vol. 13, Issue 3). https://doi.org/10.59327/IPCC/AR6-9789291691647
Choi, D., & Johnson, K. K. P. (2019). Influences of environmental and hedonic motivations on intention to purchase green products: An extension of the theory of planned behavior. Sustainable Production and Consumption, 18, 145–155. https://doi.org/10.1016/j.spc.2019.02.001
Costa, C. S. R., Costa, M. F. da, Maciel, R. G., Aguiar, E. C., & Wanderley, L. O. (2021). Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production, 313. https://doi.org/10.1016/j.jclepro.2021.127964
De Canio, F. (2023). Consumer willingness to pay more for pro-environmental packages: The moderating role of familiarity. Journal of Environmental Management, 339(March), 117828. https://doi.org/10.1016/j.jenvman.2023.117828
Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390. https://doi.org/10.1016/j.jclepro.2023.136092
Hair, J. F., Tomas, M. G., Ringle, C. M., Sarstedt, M., Danks, N. P. D., & Ray, S. (2021a). Business Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer. http://www.
Hair, J. F., Tomas, M. G., Ringle, C. M., Sarstedt, M., Danks, N. P. D., & Ray, S. (2021b). Business Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer.
Hasanah, A., Hindrayani, A., & Noviani, L. (2023). PENGARUH KESADARAN LINGKUNGAN DAN IKLAN HIJAU TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAU. Jurnal Ilmu Ekonomi, 2(1), 88–104. https://doi.org/10.59827/jie.v2i1.40
Hernomo, A. F. (2021). PENGARUH PENGETAHUAN LINGKUNGAN DAN KEPEDULIAN LINGKUNGAN TERHADAP NIAT BELI PRODUK THE BODY SHOP DI SURABAYA. PERFORMA, 6(4), 302–311. https://doi.org/10.37715/jp.v6i4.2552
Huber, L. R., Sloof, R., & Van Praag, M. (2017). The effect of incentives on sustainable behavior: evidence from a field experiment. Labour Economics, 45, 92–106. https://doi.org/10.1016/j.labeco.2016.11.012
Indriyani, R. M., Susanto, S., & Ningrum, N. K. (2021). PENGARUH SIKAP TERHADAP NIAT BELI PRODUK DI MEDIASI OLEH PENGETAHUAN LINGKUNGAN DAN KEPEDULIAN LINGKUNGAN (Study Kasus The Body Shop Yogyakarta). E-Jurnal Manajemen Universitas Udayana, 10(10), 1030. https://doi.org/10.24843/EJMUNUD.2021.v10.i10.p05
Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1–2), 128–143. https://doi.org/10.1016/j.ism.2015.04.001
Kussudyarsana, K., & Devi, N. Y. (2020). PENGARUH PENGETAHUAN LINGKUNGAN DAN SIKAP KONSUMEN TERHADAP NIAT BELI PRODUK RAMAH LINGKUNGAN (Studi pada Konsumen Air Mineral ADES di Kota Klaten). Jurnal Fokus Manajemen Bisnis, 10(1), 87. https://doi.org/10.12928/fokus.v10i1.2065
Lestari, E. R., Putri, H. K., Anindita, C., & Laksmiari, M. B. (2020). PENGARUH GREEN PRODUCT (MINUMAN RAMAH LINGKUNGAN), GREEN ADVERTISING, DAN KEPEDULIAN LINGKUNGAN TERHADAP GREEN TRUST DAN IMPLIKASI TERHADAP MINAT BELI. Jurnal Teknologi Pertanian, 21(1), 1–10. https://doi.org/10.21776/ub.jtp.2020.021.01.1
Lin, S. T., & Niu, H. J. (2018). Green consumption: Environmental knowledge, environmental consciousness, social norms, and purchasing behavior. Business Strategy and the Environment, 27(8), 1679–1688. https://doi.org/10.1002/bse.2233
Luthfi, S. H., & Hartono, A. (2022). Analisis Pengaruh Budaya terhadap Niat Pembelian Produk Ramah Lingkungan. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(S1), 475–484. https://doi.org/10.37676/ekombis.v10iS1.2060
Maniatis, P. (2016). Investigating factors influencing consumer decision-making while choosing green products. Journal of Cleaner Production, 132, 215–228. https://doi.org/10.1016/j.jclepro.2015.02.067
Moser, A. K. (2016). Consumers’ purchasing decisions regarding environmentally friendly products: An empirical analysis of German consumers. Journal of Retailing and Consumer Services, 31, 389–397. https://doi.org/10.1016/j.jretconser.2016.05.006
Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022a). Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185. https://doi.org/10.1016/j.techfore.2022.122067
Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022b). Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185. https://doi.org/10.1016/j.techfore.2022.122067
Nitzko, S., Bahrs, E., & Spiller, A. (2024). Consumer willingness to pay for pesticide-free food products with different processing degrees: Does additional information on cultivation have an influence? Farming System, 2(1), 100059. https://doi.org/10.1016/j.farsys.2023.100059
Pandey, M., & Yadav, P. S. (2023). Understanding the role of individual concerns, attitude, and perceived value in green apparel purchase intention; the mediating effect of consumer involvement and moderating role of generation Z&Y. Cleaner and Responsible Consumption, 9. https://doi.org/10.1016/j.clrc.2023.100120
Rahman, I., & Reynolds, D. (2019). The influence of values and attitudes on green consumer behavior: A conceptual model of green hotel patronage. International Journal of Hospitality and Tourism Administration, 20(1), 47–74. https://doi.org/10.1080/15256480.2017.1359729
Relawati, R., Yudi Ariadi, B., Vincēviča-Gaile, Z., & Baroh, I. (2023). The Willingness to Pay for Green Packaged Foods to Support Sustainable Agribusiness. E3S Web of Conferences, 432, 00028. https://doi.org/10.1051/e3sconf/202343200028
Sadiq, M., Bharti, K., Adil, M., & Singh, R. (2021). Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive. Journal of Retailing and Consumer Services, 62. https://doi.org/10.1016/j.jretconser.2021.102643
Shehawy, Y. M., & Ali Khan, S. M. F. (2024). Consumer readiness for green consumption: The role of green awareness as a moderator of the relationship between green attitudes and purchase intentions. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103739
Suhaily, L., Darmoyo, S., Boentoro, S., Anasthashia, E., Jend Sudirman No, J., Semanggi, K., Setiabudi, K., Jakarta Selatan, K., & Khusus, D. (2020). The Impact of Green Product Innovation, Green Perceived Quality to Purchase Intention Moderated by Lifestyle on Stainless Steel Straw (Vol. 5).
Wei, S., Ang, T., & Jancenelle, V. E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation. Journal of Retailing and Consumer Services, 45, 230–238. https://doi.org/10.1016/j.jretconser.2018.08.015
Wu, S., Hu, Z., Li, Y., & Yuan, Y. (2024). How brand familiarity affects green product purchase intention: The moderating role of streamers’ environmental knowledge. Technology in Society, 77. https://doi.org/10.1016/j.techsoc.2024.102572
Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739. https://doi.org/10.1016/j.jclepro.2016.06.120
Yazdanpanah, M., & Forouzani, M. (2015). Application of the Theory of Planned Behaviour to predict Iranian students’ intention to purchase organic food. Journal of Cleaner Production, 107, 342–352. https://doi.org/10.1016/j.jclepro.2015.02.071
Yohana, N. K. Y., & Suasana, I. G. A. K. G. (2020). PERAN SIKAP DALAM MEMEDIASI PENGARUH KESADARAN LINGKUNGAN TERHADAP NIAT BELI TUMBLER STARBUCKS DI KABUPATEN BADUNG. E-Jurnal Manajemen Universitas Udayana, 9(8), 3279. https://doi.org/10.24843/EJMUNUD.2020.v09.i08.p19
Yue, B., Sheng, G., She, S., & Xu, J. (2020). Impact of consumer environmental responsibility on green consumption behavior in China: The role of environmental concern and price sensitivity. Sustainability (Switzerland), 12(5), 1–16. https://doi.org/10.3390/su12052074