At the moment the world market continues to change, sustainability pillars such as environment, economy and social justice have become part of marketing decisionmaking. Developing a marketing strategy in the midst of current environmental and economic issues has led to a focus on the importance of green marketing. Using the theory of consumption values and value-attitude-behavior model, this research proposes to explore the green consumer behavior for green products in Indonesia. Attitude toward green product and consumer values such as functional value (price and quality), social value, conditional value, epistemic value, emotional value, and environmental value were used to study the green consumer behavior for green products. This study developed a research model and empirically tested by collecting data from questionnaires that were distributed in Indonesia. Based on a sample of 200 respondents, the results indicate that only social value has a positive impact on green consumer behavior, functional value (price), functional value (quality), environmental value, conditional value, epistemic value, and emotional value do not influence green consumer behavior. As a mediator, attitude toward green product has a significant effect on epistemic value, environmental value, and emotional value. This confirms and significantly adds to the literature of green consumer behavior in a developing market.

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Energy supply security has become the world's issue this past decades. World's energy demand keep growing yet supply remains stable. Numerous renewable energy sources are developed to fulfil this energy supply gap. This issue is also being a concern in Indonesia. Palm oil is considered as one of the renewable energy because of its production flexibility. Palm oil could be processed into cooking oil and fuel energy such as biodiesel. Objective of this present study is to understand the palm oil utilization preference either as the cooking oil or biodiesel. Literature review is conducted to explore variables that is being considered as preference variable. This present study conducted review in several literature that were published ranged from 2010 to 2018. Three variables were considered as a result of literature review. The first variable is sustainability aspect which represent life cycle of the processed product. The second variable is policy which could influence the industry's stakeholder to conduct a utilization decision. The last variable is emission that is being produced by the processed product. This present study also conducted preference measurement in order to measure the preference of palm oil utilization either as he cooking oil or biodiesel. As the result, a research map is proposed for the future research direction.

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