{"id":5158,"date":"2026-10-27T13:08:15","date_gmt":"2026-10-27T06:08:15","guid":{"rendered":"https:\/\/bbs.binus.ac.id\/management\/?post_type=publication&#038;p=5158"},"modified":"2026-10-27T13:08:15","modified_gmt":"2026-10-27T06:08:15","slug":"generation-zs-perception-of-green-products-and-price-sensitivity-in-indonesia","status":"publish","type":"publication","link":"https:\/\/bbs.binus.ac.id\/management\/publication\/generation-zs-perception-of-green-products-and-price-sensitivity-in-indonesia\/","title":{"rendered":"Generation Z\u2019s Perception of Green Products and Price Sensitivity in Indonesia"},"content":{"rendered":"<p class=\"p1\" style=\"text-align: center\"><strong>Abstract<\/strong>. This study examines how Indonesian Generation Z consumers perceive<\/p>\n<p class=\"p1\" style=\"text-align: center\">green products and how price sensitivity influences their willingness to pay a pre-<\/p>\n<p class=\"p1\" style=\"text-align: center\">mium. Using a qualitative phenomenological approach, in-depth semi-structured<\/p>\n<p class=\"p1\" style=\"text-align: center\">interviews were conducted with 30 Gen Z respondents (aged 18\u201330) residing in<\/p>\n<p class=\"p1\" style=\"text-align: center\">Greater Jakarta. The analysis, guided by the Theory of Planned Behavior (TPB)<\/p>\n<p class=\"p1\" style=\"text-align: center\">and Value-Belief-Norm (VBN) frameworks, reveals that participants hold positive<\/p>\n<p class=\"p1\" style=\"text-align: center\">attitudes toward environmentally friendly products but evaluate them pragmati-<\/p>\n<p class=\"p1\" style=\"text-align: center\">cally. While environmental concern shapes favorable product perceptions, will-<\/p>\n<p class=\"p1\" style=\"text-align: center\">ingness to pay a higher price is conditional on demonstrable quality, durability,<\/p>\n<p class=\"p1\" style=\"text-align: center\">and verified eco-certification. Most respondents are willing to pay a premium of<\/p>\n<p class=\"p1\" style=\"text-align: center\">10\u201320% above conventional alternatives when product value is evident. The study<\/p>\n<p class=\"p1\" style=\"text-align: center\">identifies the consumer profile of the Pragmatic Environmentalist, reflecting the<\/p>\n<p class=\"p1\" style=\"text-align: center\">interplay of personal values, social expectations, and economic rationality. The<\/p>\n<p class=\"p1\" style=\"text-align: center\">findings contribute to sustainability marketing literature by clarifying the attitu-<\/p>\n<p class=\"p1\" style=\"text-align: center\">dinal\u2013behavioral gap in emerging markets and offer managerial implications for<\/p>\n<p class=\"p1\" style=\"text-align: center\">pricing strategies, product communication, and certification credibility.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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\u201330) residing in Greater Jakarta. The analysis, guided by the Theory of Planned Behavior (TPB) [&hellip;]<\/p>\n","protected":false},"featured_media":0,"template":"","class_list":["post-5158","publication","type-publication","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/bbs.binus.ac.id\/management\/wp-json\/wp\/v2\/publication\/5158","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bbs.binus.ac.id\/management\/wp-json\/wp\/v2\/publication"}],"about":[{"href":"https:\/\/bbs.binus.ac.id\/management\/wp-json\/wp\/v2\/types\/publication"}],"wp:attachment":[{"href":"https:\/\/bbs.binus.ac.id\/management\/wp-json\/wp\/v2\/media?parent=5158"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}