Do Environmental Concerns and Perceived Quality-Benefit Encourage Consumers' Willingness To Pay More for Pro-Environmental Products?
Year: 2024
Type: article
Study design: Observational Study
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.
Source: Jurnal Sosial Ekonomi Pertanian
Institution: Universitas Pembangunan Nasional Veteran Yogyakarta
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4406760580