Will Customers Pay More for Green Products?

Nonik Kusuma Ningrum (), Antonius Satria Hadi (), Jeanette Gaoat Dials (), Putri Dwi Cahyani (), Ratih Kusumawardhani () and Nurul Myristica Indraswari ()
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Nonik Kusuma Ningrum: Universitas Sarjanawiyata Tamansis, Department of Management
Antonius Satria Hadi: Universiti Kuala Lumpur, Department of Business School
Jeanette Gaoat Dials: Mariano Marcos State University, International Faculty and Student Mobility
Putri Dwi Cahyani: Universitas Sarjanawiyata Tamansis, Department of Management
Ratih Kusumawardhani: Universitas Sarjanawiyata Tamansis, Department of Management
Nurul Myristica Indraswari: Universitas Sarjanawiyata Tamansis, Department of Management

A chapter in Proceedings of the 1st International Conference on Management and Business (ICoMB 2022), 2023, pp 231-238 from Springer

Abstract: Abstract This study addresses how environmental concerns affect the willingness of customers to pay more for green products. A quantitative approach with a survey was used to gather the data. This study results show that only loyal customers with environmental concerns have the willingness to pay more for green products.

Keywords: environmental concerns; eco-literacy; perceived customer effectiveness; customer loyalty; willingness to pay more (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-160-9_23

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DOI: 10.2991/978-94-6463-160-9_23

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