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Will Customers Pay More for Green Products?

In: Proceedings of the 1st International Conference on Management and Business (ICoMB 2022)

Author

Listed:
  • 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)

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.

Suggested Citation

  • Nonik Kusuma Ningrum & Antonius Satria Hadi & Jeanette Gaoat Dials & Putri Dwi Cahyani & Ratih Kusumawardhani & Nurul Myristica Indraswari, 2023. "Will Customers Pay More for Green Products?," Advances in Economics, Business and Management Research, in: Budi Setiawan (ed.), Proceedings of the 1st International Conference on Management and Business (ICoMB 2022), pages 231-238, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-160-9_23
    DOI: 10.2991/978-94-6463-160-9_23
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