Jurnal Sosial Ekonomi Pertanian
Vol 20 No 3 (2024): Oktober, 2024

Apakah Kepedulian Lingkungan dan Perceived Quality-Benefit Mendorong Keinginan Konsumen Membayar Lebih Banyak untuk Produk Pro-Lingkungan?

Cahyasita, Dhika (Unknown)
Aisyah, Dinda Dewi (Unknown)
Sari, Ayu Kumala (Unknown)

Article Info

Publish Date
14 Aug 2024

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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Journal Info
Jurnal Sosial Ekonomi Pertanian
Website

Abbrev

jsep

Publisher

Universitas Hasanuddin

Subject

Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

Description

Jurnal Sosial Ekonomi Pertanian (JSEP) adalah jurnal yang diterbitkan oleh Departemen Sosial Ekonomi Pertanian melalui Publication Management Center Universitas Hasanuddin. Jurnal ini terbit tiga kali setahun pada bulan Fubruari, Juni dan Oktober dengan tujuan untuk mempublikasi artikel hasil ...