Abstract. This study examines how Indonesian Generation Z consumers perceive

green products and how price sensitivity influences their willingness to pay a pre-

mium. Using a qualitative phenomenological approach, in-depth semi-structured

interviews were conducted with 30 Gen Z respondents (aged 18–30) residing in

Greater Jakarta. The analysis, guided by the Theory of Planned Behavior (TPB)

and Value-Belief-Norm (VBN) frameworks, reveals that participants hold positive

attitudes toward environmentally friendly products but evaluate them pragmati-

cally. While environmental concern shapes favorable product perceptions, will-

ingness to pay a higher price is conditional on demonstrable quality, durability,

and verified eco-certification. Most respondents are willing to pay a premium of

10–20% above conventional alternatives when product value is evident. The study

identifies the consumer profile of the Pragmatic Environmentalist, reflecting the

interplay of personal values, social expectations, and economic rationality. The

findings contribute to sustainability marketing literature by clarifying the attitu-

dinal–behavioral gap in emerging markets and offer managerial implications for

pricing strategies, product communication, and certification credibility.