Green Innovation, Knowledge & Fair Pricing: Shaping Customer Attitudes
Main Article Content
Abstract
Sustainability has emerged as a global concern due to the escalating climate crisis, resulting in a heightened focus on green products by companies worldwide. Customer attitudes are a reliable predictor of preferences for green products and are influenced by factors such as product knowledge, product innovation, and price fairness. This study utilizes an explanatory research design with quantitative methods to analyze the relationships between these variables. Based on a sample of 150 respondents, the results demonstrate that product knowledge, product innovation, and price fairness significantly impact customer attitudes toward green products. Companies like Starbucks Indonesia should enhance their advertising strategies to improve customer knowledge of green products, adjust their pricing to reflect greater fairness, and develop more innovative green products. These efforts are vital to boosting customer engagement with green products and aligning with global sustainability trends.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Adialita, T., & F Sigarlaki. (2020, March). Consumers’ Green Purchase Behavior in West Java, Indonesia: Applying The Theory of Planned Behavior. In International Conference on Science, Technology & Environment (ICoSTE)
Aggarwal, P., & Vaidyanathan, R. (2003). Eliciting Online Customers’ Preferences: Conjoint vs Self-Explicated Attribute-Level Measurements. Journal of Marketing Management, 19(1–2), 157–177. https://doi.org/10.1080/0267257x.2003.9728205
Artz, K. W., Norman, P. M., Hatfield, D. E., & Cardinal, L. B. (2010). A Longitudinal Study of the Impact of R&D, Patents, and Product Innovation on Firm Performance.
Asih, D., Soelton, M., Tkhorikov, B. A., Ratnawati, K., Puspaningrum, A., & Ramli, Y. (2022). SUSTAINABLE PRODUCT: ENDLESS CAMPAIGN FOR A HEALTHY LIFE. 4(1), 334–338.
Azmi, F., & Maksum, A. (2022). Green Marketing And Climate Change: The Case Of Starbucks Indonesia. Jurnal Ilmu Hubungan Internasional, 5(1).
Bit, N. E. A. A., Chaterina, M., & Pangaribuan, C. H. (2022). The Use of Eco-Friendly Products in Indonesia: A Survey on Consumers Motivation. Journal of Applied Management Research, 2(2), 117-125.
Cacciolatti, L. A., Garcia, C. C., & Kalantzakis, M. (2015). Traditional Food Products: The Effect of Consumers’ Characteristics, Product Knowledge, and Perceived Value on Actual Purchase. Journal of International Food and Agribusiness Marketing, 27(3), 155–176. https://doi.org/10.1080/08974438.2013.807416
Campbell, M. C. (1999). Perceptions of price unfairness: antecedents and consequences. Journal of marketing research, 36(2), 187-199.
Cerri, J., Testa, F., & Rizzi, F. (2018). The more I care, the less I will listen to you: How information, environmental concern and ethical production influence consumers’ attitudes and the purchasing of sustainable products. Journal of Cleaner Production, 175, 343–353. https://doi.org/10.1016/j.jclepro.2017.12.054
Chen, L., Qie, K., Memon, H., & Yesuf, H. M. (2021). The empirical analysis of green innovation for fashion brands, perceived value and green purchase intention-mediating and moderating effects. Sustainability (Switzerland), 13(8). https://doi.org/10.3390/su13084238
Chou, S. F., Horng, J. S., Liu, C. H. S., & Lin, J. Y. (2020). Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes. Journal of retailing and consumer services, 55, 102113.
Fauziyah, N. (2023). THE EFFECTS OF GREEN PERCEIVED VALUE ON GREEN CUSTOMER LOYALTY THROUGH GREEN SATISFACTION AND GREEN TRUST (A STUDY OF THE USERS OF AVOSKIN SKINCARE PRODUCT IN MALANG CITY).
Flores, P. J., & Jansson, J. (2022). SPICe—Determinants of consumer green innovation adoption across domains: A systematic review of marketing journals and suggestions for a research agenda. In International Journal of Consumer Studies (Vol. 46, Issue 5, pp. 1761–1784). John Wiley and Sons Inc. https://doi.org/10.1111/ijcs.12810
Fu, F., & Elliott, M. (2013). The moderating effect of perceived product innovativeness and product knowledge on new product adoption: An integrated model. Journal of Marketing Theory and Practice, 21(3), 257–272. https://doi.org/10.2753/MTP1069-6679210302
Fu, F., Jones, E., & Bolander, W. (2008). Product innovativeness, customer newness, and new product performance: A time-lagged examination of the impact of salesperson selling intentions on new product performance. Journal of Personal Selling and Sales Management, 28(4), 351–364. https://doi.org/10.2753/PSS0885-3134280402
Ghozali, I. (2018) Aplikasi Analisis Multivariete Dengan Program IBM SPSS 25. 9th edn. Semarang: Universitas Diponegoro.
Ginting, G. R., & Tampubolon, L. (2021). Study on Green Products Innovation of Fashion SME “NP.” BISNIS & BIROKRASI: Jurnal Ilmu Administrasi Dan Organisasi, 28(1). https://doi.org/10.20476/jbb.v28i1.1289
Gonzalez, J. L., & Sorescu, S. (2019). Working Party of the Trade Committee.
Hanifah, R. D., & Hartono, F. (2017). The Influence of Sales PromotionTumbler Day to Consumer Purchase Decision at Starbucks Coffee JIExpo Kemayoran. In Jurnal Hospitality dan Pariwisata (Vol. 3, Issue 2). https://m.tempo.co/read/news/2014/06/
Harris, L. C., & Goode, M. M. H. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), 230–243. https://doi.org/10.1108/08876041011040631
Heo, C. Y., & Lee, S. (2011). Influences of consumer characteristics on fairness perceptions of revenue management pricing in the hotel industry. International Journal of Hospitality Management, 30(2), 243-251.
Hong, Z., Wang, H., & Yu, Y. (2018). Green product pricing with non-green product reference. Transportation Research Part E: Logistics and Transportation Review, 115, 1–15. https://doi.org/10.1016/J.TRE.2018.03.013
Hubert, M., Blut, M., Brock, C., Backhaus, C., & Eberhardt, T. (2017). Acceptance of Smartphone-Based Mobile Shopping: Mobile Benefits, Customer Characteristics, Perceived Risks, and the Impact of Application Context. Psychology and Marketing, 34(2), 175–194. https://doi.org/10.1002/mar.20982
Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1–2), 128–143. https://doi.org/10.1016/J.ISM.2015.04.001
Kalaiselvi, D. S., & Dhinakaran, D. D. P. (2021). Green Marketing: A Study of Consumers Attitude towards Eco-Friendly Products in Thiruvallur District (Vol. 25). http://annalsofrscb.ro
Kong, W., Harun, A., Sulong, R. S., & Lily, J. (2014). THE INFLUENCE OF CONSUMERS’ PERCEPTION OF GREEN PRODUCTS ON GREEN PURCHASE INTENTION. In International Journal of Asian Social Science (Vol. 4, Issue 8). http://www.aessweb.com/journals/5007
Lee, B. C. Y. (2012). The determinants of consumer attitude toward service innovation - the evidence of ETC system in Taiwan. In Journal of Services Marketing (Vol. 26, Issue 1, pp. 9–19). https://doi.org/10.1108/08876041211199689
Maxwell, S. (2002). Rule-based price fairness and its effect on willingness to purchase. Journal of Economic Psychology, 23(2), 191–212. https://doi.org/10.1016/S0167-4870(02)00063-6
Melander, L. (2017). Achieving sustainable development by collaborating in green product innovation. Business strategy and the environment, 26(8), 1095-1109.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).
Mittelstaedt, R. A., Grossbart, S. L., Curtis, W. W., & Devere, S. P. (1976). Optimal stimulation level and the adoption decision process. Journal of Consumer Research, 3(2), 84-94.
Mohd Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910. https://doi.org/10.1108/BFJ-06-2016-0295
Moreau, C. P., Lehmann, D. R., & Markman, A. B. (2001). Entrenched knowledge structures and consumer response to new products. Journal of marketing research, 38(1), 14-29.
Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606–625. https://doi.org/10.1108/00070700510611002
Petty, R. E., & Cacioppo, J. T. (1979). Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of personality and social psychology, 37(10), 1915.
Rayi, G., & Aras, M. (2021). How Product Innovation and Motivation Drive Purchase Decision as Consumer Buying Behavior. Journal of Distribution Science, 19(1), 49–60. https://doi.org/10.15722/jds.19.1.202101.49
Roh, T., Seok, J., & Kim, Y. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust. Journal of Retailing and Consumer Services, 67, 102988. https://doi.org/10.1016/J.JRETCONSER.2022.102988
Sawitri, I. G. A. T. D., & Rahanatha, G. B. (2019). PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN. E-Jurnal Manajemen Universitas Udayana, 8(8), 5267. https://doi.org/10.24843/ejmunud.2019.v08.i08.p22
Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. In International Journal of Consumer Studies (Vol. 45, Issue 6, pp. 1217–1238). John Wiley and Sons Inc. https://doi.org/10.1111/ijcs.12722
Shravan, M. B., S, M., & M, A. (2024). Kano Model for Enhancing Business Strategy through Customer Preference Analysis: A Case Study of Packaged Mineral Water Bottles. IEEE Engineering Management Review. https://doi.org/10.1109/EMR.2024.3373596
Srivastava, V., & Gupta, A. K. (2023). Price sensitivity, government green interventions, and green product availability triggers intention toward buying green products. Business strategy and the environment, 32(1), 802-819.
Starbucks (2024). (Interview with Barista of Starbucks in Malang, Green Product Information).
Tascioglu, M., Eastman, J., Bock, D., Manrodt, K., & Shepherd, C. D. (2019). The impact of retailers’ sustainability and price on consumers’ responses in different cultural contexts. International Review of Retail, Distribution and Consumer Research, 29(4), 430–455. https://doi.org/10.1080/09593969.2019.1611619
Vermeir, I., & Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological Economics, 64(3), 542–553. https://doi.org/10.1016/J.ECOLECON.2007.03.007
Wahyuni, S. (2019). The influence of product innovation, brand image, and physical evidence to purchase decision and WOM of Starbucks in Jakarta. In Jakarta’, Middle East J. Management (Vol. 6, Issue 2).
Wang, G., Dou, W., & Zhou, N. (2008). Consumption attitudes and adoption of new consumer products: A contingency approach. European Journal of Marketing, 42(1–2), 238–254. https://doi.org/10.1108/03090560810840998
Wang, Y., Huscroft, J. R., Hazen, B. T., & Zhang, M. (2018). Green information, green certification and consumer perceptions of remanufctured automobile parts. Resources, Conservation and Recycling, 128, 187–196. https://doi.org/10.1016/j.resconrec.2016.07.015
Wang, Y., Zhu, Q., Krikke, H., & Hazen, B. (2020). How product and process knowledge enable consumer switching to remanufactured laptop computers in circular economy. Technological Forecasting and Social Change, 161, 120275. https://doi.org/10.1016/J.TECHFORE.2020.120275
Widhiarso, W. (2010). Catatan pada uji linieritas hubungan. Yogyakarta: Fakultas Psikologi Universitas Gadjah Mada.
Zhang, F., Sun, S., Liu, C., & Chang, V. (2020). Consumer innovativeness, product innovation and smart toys. Electronic Commerce Research and Applications, 41, 100974. https://doi.org/10.1016/J.ELERAP.2020.100974