Beyond Green Ideals: How Price and Promotion Outweigh Sustainability in Eco-Friendly Product Purchases Online

Muhammad Syahrul Endy Baharsyah (), Muh Asdar and Nurdjanah Hamid
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Muhammad Syahrul Endy Baharsyah: Hasanuddin University
Muh Asdar: Hasanuddin University
Nurdjanah Hamid: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 425-438 from Springer

Abstract: Abstract This study investigates the influence of price perception, promotional strategies, and sustainability perception on purchase decisions of eco-friendly products in the e-commerce environment. With growing consumer awareness of environmental issues and the rise of green products in online markets, understanding the interplay between economic, promotional, and ethical drivers is crucial. Using a quantitative approach with 133 respondents from Makassar and Gowa, the study employed multiple regression analysis to evaluate the effect of each variable on purchasing behaviour. The findings reveal that all three factors significantly influence purchase decisions, with price perception and promotional strategies showing stronger predictive power compared to sustainability perception. These results offer new insights into green consumer behaviour in digital settings and highlight the complex trade-offs consumers make between values, incentives, and ethical considerations. This study contributes to the theoretical understanding of purchase decision-making and provides practical implications for marketers aiming to balance profitability with environmental responsibility on online platforms.

Keywords: Price Perception; Promotional Strategies; Sustainability Perception; Purchase Decisions (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-709-5_30

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DOI: 10.2991/978-94-6239-709-5_30

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