This study investigates the willingness of Indonesian consumers, particularly in West Java, to pay for green products by applying and expanding the Theory of Planned Behavior (TPB). It examines how perceived green product value and willingness to pay premiums influence consumer intentions and behavior toward green purchases. The research highlights the gap between consumers’ willingness to pay for environmentally friendly products and the actual sales of such products. By incorporating perceived value and willingness to pay into the TPB framework, the study aims to find what factors that can address the gap particularly in a developing country context to contribute to shaping a pro-environmental socio-cultural community in Indonesia and mitigates country’s significant environmental challenges. In the context of 251 young consumers in Indonesia, this study finds that subjective norms do not significantly influence purchase intentions. However, attitudes and behavioral controls do effectively encourage green behavior, suggesting that societal norms for green behavior may not be fully established. In addition, while willingness to pay a premium and perceived value of green purchases can influence green behavior, consumers are generally reluctant to pay higher prices for environmentally friendly products.

This study explores benefits, barriers and willingness to pay for bike-sharing service in tourism context. Based on a sample of 800 individuals who visited Da Nang, Vietnam between July and August 2023, trends in the barriers and benefits related to bike-sharing service from tourists’ point-of-view were explored. The results show that bike-sharing is appreciated for many reasons, notably for its fun/relaxing, cost saving, ease of city exploration, and promotion of better physical and mental health. However, bike-sharing services are considerably less likely to be viewed as options for faster transportation to a destination or reducing traffic hazards. Notably, eighty-six percent of non-riders indicated contentment with their existing transportation options and a lack of interest in bike-sharing services, a proportion significantly higher than any other group. Predictably, barriers related to the availability of bike-sharing and infrastructure, such as lack of sufficient number of shared bikes, far destination, and poor road conditions were notably more likely to be selected by one-time riders. The results are also evident that a significant portion of tourists is willing to pay to enhance their tourist experience with a bike-sharing service. On average, tourists were willing to pay $0.92 per hour (with a standard deviation of $0.24). This amount reflects the tourists’ recognition of the value added to their mode experience. These findings suggest that bike-sharing service play a significant role in fulfilling an essential transportation niche and have the potential to contribute to enhance tourists’ experience. Efforts aimed at addressing barriers associated with bike-sharing usage could further enhance their contribution to improve tourist satisfaction and boost attraction demand.