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 investigated the level of satisfaction among consumers of special tea (Monsonia burkeana) in the Capricorn District Municipality, Limpopo Province, South Africa. It sought to identify the factors that influenced this satisfaction. A total of 225 respondents were selected using snowball sampling, and primary data were collected through structured questionnaires. Descriptive statistics were used to analyse consumer profiles and satisfaction levels, while multinomial logistic regression determined the factors influencing satisfaction across four categories: “Not satisfied at all”, “Satisfied”, “Not sure”, and “Highly satisfied”. The results revealed an average respondent age of 29.95 years and an average annual tea consumption of 4.684 uses, with over 50% of both male and female respondents expressing satisfaction. Regression analysis indicated that market access, cultural influences, income level, and the person introducing the tea significantly influenced dissatisfaction relative to high satisfaction. The income level was the only significant factor distinguishing “Satisfied” from “Highly satisfied”. Gender, age, marital status, and employment type were significant predictors for “Not sure” compared to “Highly satisfied”. These findings highlight the importance of developing the medicinal plant market, promoting cultural education, and implementing sustainable cultivation and conservation practices for Monsonia burkeana. Efforts to improve market access and address income disparities are also necessary to enhance consumer satisfaction and ensure the tea’s continued availability and cultural relevance.