Assessing consumer willingness to pay for sustainable products: An application of the extended theory of planned behavior

Tania Adialita ,Faizal F. Sigarlaki ,Asokan Vasudevan ,Muhamad Saufi Che Rusuli ,Wenchang Chen ,Qian Cheng ,Hariharan N. Krishnasamy ,Zamri Miskam

doi:10.24294/jipd6582

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Assessing consumer willingness to pay for sustainable products: An application of the extended theory of planned behavior

Tania Adialita

Faizal F. Sigarlaki

Asokan Vasudevan

Muhamad Saufi Che Rusuli

Wenchang Chen

Qian Cheng

Hariharan N. Krishnasamy

Zamri Miskam

Journal of Infrastructure Policy and Development 2025, 9(2), 6582; https://doi.org/10.24294/jipd6582

Submitted：23 May 2024

Accepted：12 Dec 2024

Published：21 Mar 2025

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Abstract

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.

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References

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