A Study of Consumers’ Willingness to Pay for Green Products

Abstract

In the past decade a huge number of studies have explored consumers' willingness to pay across different product categories. However the intention to pay the premium for green products had remained unexamined to a large extent in the context of emerging economies of the east. The present paper tries to prognosticate the drivers for green purchase decisions and willingness-to-pay. Structured questionnaires are used for data collection and ordinary least square regression and analysis of variance have been used for analysis of data. Results suggest the dominance of consumers' perception about the functional aspects of green products on their willingness-to-pay. 

A COMPREHENSIVE REVIEW FOR GREEN PRODUCT TERM: FROM DEFINITION TO EVALUATION

“…() argue that green and eco in terminology are used interchangeably. Present research depicts similar cases where the same erroneous method is used between green and sustainable (for instance, Osada, ; Pickett‐Baker and Ozaki, ; Jasti et al ., ; Biswas and Roy, ; de Medeiros and Ribeiro, ). The term sustainability shows a broadening in scope, taking into consideration the so‐called three pillars of sustainable development: economic vitality, environment, and social fairness (also often referred to as triple bottom line; Albino et al ., ).…”

“…From a conceptual point of view, despite the terminology variation and vagueness, there is at least a convergence of arguments that green product should take into consideration the environment and that impacts are generated at each stage of product life cycle (Chen, ; Air Quality Sciences, Inc., ; Kam‐Sing Wong, ; Biswas and Roy, ; Maniatis, ). Thus, green product definition should be holistic .…”

Prediktor Keputusan Pembelian Ramah Lingkungan (Kasus Wisatawan Pengguna Hotel Ramah Lingkungan Di Yogyakarta)

“…Keputusan konsumen terlihat rumit dan penuh pertimbangan. Perilaku pembelian yang dilandasi suatu konsep pemikiran kepedulian lingkungan ini kemudian disebut sebagai pembelian ramah lingkungan (green purchasing) (Biswas, 2016;Yazdanifard, 2014). Pembelian ramah lingkungan juga diartikan sebagai proses pembelian yang didasarkan pada pemahaman bahwa apa yang dibeli tidaklah menimbulkan dampak negatif pada lingkungan (Joshi & Rahman, 2015).…”

An Investigation of the Effects of Infographics and Green Messages on the Environmental Attitudes of Taiwanese Online Shoppers

“…In addition, the concept of sustainability seems to be increasingly important to consumers. Biswas [24] concluded that the most important functions of green messages are to increase the willingness of consumers to purchase green products, increase the environmental awareness of society as a whole, and propagate pro-environmental attitudes among the general populace. Therefore, green messages and green products could be a form of visualized communication that have the goal of conveying environment-related and sustainability-related messages (e.g., environmental awareness and environmental friendliness), so as to effect positive changes in the environmental attitudes of their viewers, in terms of perceptions, emotions, and external behavioral manifestations [25].…”