Due to the bounded rationality of decision-makers and the substitution effect of non-green products, retailers are not always profitable when selling green products. To assist retailers who may be disadvantaged in the game, this study constructs a two-stage green supply chain game model, considering the bounded rationality of decision-makers and the substitution effect of non-green products, and analyzes the impacts of two operational strategies that retailers can adopt—price-cutting strategy and early replenishment strategy. The research reveals that retailers tend to lower prices in the second stage when price reductions stimulate consumer purchases, enhancing their profitability. However, strategic retailers may raise prices in the first stage to create room for discounts later, potentially harming consumer interests. Contrary to expectations, anticipating future demand does not always improve supply chain profitability in the early replenishment strategy, which mainly depends on the market environment. Early replenishment deprives retailers of negotiation leverage in the second stage, and bulk orders may lead manufacturers to over-invest in green innovation. Therefore, this strategy is effective only when green innovation costs are low, consumer environmental awareness is high, or price sensitivity is low.

Participation in the implementation of green values that are becoming a global norm often experiences challenges. In response with trends of social media use, a study of barriers to green product purchase intention among social media users is conducted. By descriptive qualitative approach, three keywords are employed, namely: (1) “barriers to green consumption”; (2) “barriers of purchase intention; and (3) “social media use and barriers to green consumption”. The findings reveal: (1) the study of barriers to green product purchase intention among social media users has been gaining importance for future research; (2) the potential future research area includes: (a) the level of belief in green products purchase intention that explains the rationalization of green consumption (green knowledge); and (b) the use of digital media through the role of social media in promoting green consumption (green promotion). The theoretical implication emphasizes contribution to the theory of sustainable marketing, namely barriers as dynamics of market interactivity that are capable of generating responsiveness leading to business competitiveness. While practical implication is shown in business efforts to transform challenges into opportunity.

This paper aims to understand the local authorities’ reaction to green environment activities towards clean cities in Malaysia and how they respond to cleanliness awareness among the community. Four (4) cities, such as Melaka, Ipoh, and Muar dan Kuala Terengganu, were selected, and this study embarks on a qualitative research approach involving a semi-structured interview with top personnel from four local authorities. From the reaction point of view, some local authorities reacted positively towards the green environment and cleanliness of the city. Four (4) themes have been produced, such as awareness, which focuses on the daily routine of local authorities. Secondly, enforcement from the local government, with some warning and advice, really contributes to the changes in society’s attitude. Thirdly, support by local authority efforts, including awareness campaigns from electronic and printed media, does have a good impact. Lastly, active involvement from the local authorities regulated many communities in residential areas and had direct links with local communities and NGOs that annually organized green program activities. This study urged the Local Government Act 1976, which the local authorities are responsible for the enforcement activities such as the 3Rs (Reduce, Reuse, Recycle) activities and so on. Local authorities, state governments, and local communities should also help monitor and maintain environmental issues towards a clean city in Malaysia.

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.