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

Main Article Content

Dhika Cahyasita
Dinda Dewi Aisyah
Ayu Kumala Sari

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: http://118754.2bdvi7ajx.asia/index.php/jsep/article/view/36075 (Accessed: 1December2024).
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