Published: 2026-08-01
From Hype To Habit: Decoding Eco-Literacy and Digital Driven Premium Demand For Sustainable Products
DOI: 10.35870/jemsi.v12i4.6753
Abstract
This study examines the influence of Digital Green Marketing (DGM), Green Perceived Value (GPV), and Environmental Concern (EC) on consumers’ Willingness to Pay Premium Price (WTPP) in Indonesia, with Eco-literacy (EL) as a moderating variable. Using a quantitative approach with 200 respondents aged 18–30 and analyzed SEM-PLS, the results show that DGM, GPV, and EC have a significant positive effect on WTPP. Furthermore, Eco-literacy significantly strengthens all relationships between the independent variables and WTPP, indicating its critical role in transforming environmental awareness into actual economic commitment.These findings suggest that although consumers are increasingly exposed to sustainability issues, their willingness to pay premium prices depends not only on marketing exposure and perceived value but also on their level of environmental understanding. This study contributes to the literature by highlighting eco-literacy as a key boundary condition in sustainable consumption behavior. Practically, it emphasizes the importance of integrating educational elements into digital green marketing strategies to enhance consumer willingness to support sustainable products.
Keywords
Marketing; Green Marketing; Willingness to Pay; Eco-literacy
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 12 No. 4 (2026)
-
Section: Articles
-
Published: 2026-08-01
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/jemsi.v12i4.6753
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.
Daranti Rahmadhani, Tanjungpura University
Management Study Program, Faculty of Economics and Business, Tanjungpura University, Pontianak, Indonesia.
Ramadania Ramadania, Tanjungpura University
Management Study Program, Faculty of Economics and Business, Tanjungpura University, Pontianak, Indonesia.
Harry Setiawan, Tanjungpura University
Management Study Program, Faculty of Economics and Business, Tanjungpura University, Pontianak, Indonesia.
Juniwati Juniwati, Tanjungpura University
Management Study Program, Faculty of Economics and Business, Tanjungpura University, Pontianak, Indonesia.
Ana Fitriana, Tanjungpura University
Management Study Program, Faculty of Economics and Business, Tanjungpura University, Pontianak, Indonesia.
-
Abubakari, A., Mohammed, M., Amoako, G., & Ofori, K. S. (2025). Going green, paying more: The relationship between trust in green labeling, green perceived value and price premiums. International Journal of Quality and Service Sciences, 17. https://doi.org/10.1108/IJQSS-09-2023-0132.
-
Adialita, T., Sigarlaki, F. F., Vasudevan, A., Rusuli, M. S. C., Chen, W., Cheng, Q., Krishnasamy, H. N., & Miskam, Z. (2025). Assessing consumer willingness to pay for sustainable products: An application of the extended theory of planned behavior. Journal of Indonesia Policy Development, 9(2). https://doi.org/10.24294/jipd6582.
-
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T.
-
Al Mamun, A., & Rahman, M. K. A. (2023). Willingness to pay premium prices for green buildings: Evidence from an emerging economy. Environmental Science and Pollution Research, 30, 78718–78734. https://doi.org/10.1007/s11356-023-27998-9.
-
Alamsyah, S. A. J., & Ekasari, A. (2025). Anteseden dan Konsekuensi Purchase Intention pada Produk Eco Fashion.
-
Biswas, A., & Roy, M. (2015). Green products: An exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463–468. https://doi.org/10.1016/j.jclepro.2014.09.075.
-
Cahyasita, D., Aisyah, D. D., & Sari, A. K. (2024). Do environmental concerns and perceived quality-benefit encourage consumers’ willingness to pay more for pro-environmental products? Jurnal Sosial Ekonomi Pertanian, 20(3), 269–280. https://doi.org/10.20956/jsep.v20i3.36075.
-
Chen, Y., & Chang, C. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520. https://doi.org/10.1108/00251741211216250.
-
Chin, W. W. (2010). How to write up and report PLS analyses. In V. Esposito Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of Partial Least Squares (pp. 655–690). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-540-32827-8_29.
-
De Medeiros, J. F., Ribeiro, J. L. D., & Cortimiglia, M. N. (2016). Influence of perceived value on purchasing decisions of green products in Brazil. Journal of Cleaner Production, 110, 158–169. https://doi.org/10.1016/j.jclepro.2015.07.100.
-
Deloitte. (2025). 2025 Gen Z and Millennial Survey. Deloitte Touche Tohmatsu Limited.
-
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168.
-
Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390, 136092. https://doi.org/10.1016/j.jclepro.2023.136092.
-
González-Rodríguez, M. del R., Díaz-Fernández, M. C., & Font, X. (2019). Factors influencing willingness of customers of environmentally friendly hotels to pay a price premium. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-02-2019-0147.
-
Gupta, M., & Syed, A. A. (2021). Impact of online social media activities on marketing of green products. International Journal of Organizational Analysis, 30(3), 679–698. https://doi.org/10.1108/IJOA-02-2020-2037.
-
Hair, J., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool for business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128.
-
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In Advances in International Marketing (Vol. 20). Emerald Group Publishing Limited.
-
Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis and synthesis of research on responsible environmental behavior: A meta-analysis. The Journal of Environmental Education, 18(2), 1–8. https://doi.org/10.1080/00958964.1987.9943482.
-
Joshi, A., & Pal, D. K. (2015). Likert scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396–403. https://doi.org/10.9734/BJAST/2015/14975.
-
Kanchanapibul, M., Lacka, E., Wang, X., & Chan, H. K. (2014). An empirical investigation of green purchase behaviour among the young generation. Journal of Cleaner Production, 66, 528–536. https://doi.org/10.1016/j.jclepro.2013.10.062.
-
Kurniawan, S., & Vincent, E. (2024). Investigating the factors influencing SMEs’ willingness to pay a premium price for green packaging: A study of green perceived value, green attitude, and green awareness. Journal of Logistics, Informatics and Service Science. https://doi.org/10.33168/JLISS.2024.0919.
-
Lichtenstein, D. R., & Ridgway, N. M. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2). https://doi.org/10.2307/3172830.
-
Lopes, J. M., Pinho, M., & Gomes, S. (2023). From green hype to green habits: Understanding the factors that influence young consumers’ green purchasing decisions. Business Strategy and the Environment, 33(4), 2432–2444. https://doi.org/10.1002/bse.3602.
-
Mahasuweerachai, P., & Suttikun, C. (2023). The power of personal norms and green message framing persuade consumers’ willingness to pay premium prices at eco-friendly restaurants. Taylor & Francis, 36(4), 714–738. https://doi.org/10.1080/08974438.2023.2192198.
-
Nekmahmud, Md., & Fekete-Farkas, M. (2020). Why not green marketing? Determinants of consumers’ intention to green purchase decision in a developing nation. Sustainability, 12(19), 7880. https://doi.org/10.3390/su12197880.
-
Ningrum, N. K., Hadi, A. S., Dials, J. G., Cahyani, P. D., Kusumawardhani, R., & Indraswari, N. M. (2023). Will customers pay more for green products? In B. Setiawan (Ed.), Proceedings of the 1st International Conference on Management and Business (ICoMB 2022) (Vol. 243, pp. 231–238). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-160-9_23.
-
Putra Gede Subhaktiyasa. (2024). PLS-SEM for multivariate analysis: A practical guide to educational research using SmartPLS. EduLine: Journal of Education and Learning Innovation, 4(3), 353–365. https://doi.org/10.35877/454RI.eduline2861.
-
Ramadania, R., Hartijasti, Y., Purmono, B. B., Haris, D. M. N., & Afifi, M. Z. (2024). A systematic review on digital transformation and organizational performance in higher education. International Journal of Sustainable Development and Planning, 19(4), 1239–1252. https://doi.org/10.18280/ijsdp.190402.
-
Román-Augusto, J. A., Garrido-Lecca-Vera, C., Lodeiros-Zubiria, M. L., & Mauricio-Andia, M. (2022). Green marketing: Drivers in the process of buying green products—the role of green satisfaction, green trust, green WOM and green perceived value. Sustainability, 14(17), 10580. https://doi.org/10.3390/su141710580.
-
Rusyani, E., Lavuri, R., & Gunardi, A. (2021). Purchasing eco-sustainable products: Interrelationship between environmental knowledge, environmental concern, green attitude, and perceived behavior. Sustainability, 13(9), 4601. https://doi.org/10.3390/su13094601.
-
Rybaczewska, M., Sparks, L., & Sułkowski, Ł. (2020). Consumers’ purchase decisions and employer image. Journal of Retailing and Consumer Services, 55, 102123. https://doi.org/10.1016/j.jretconser.2020.102123.
-
Salhab, H., Al-Amarneh, A., & Aljabaly, S. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7, 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012.
-
Seilatu, N. Y., Osly Usman, & Ika Febrilia. (2022). Faktor-faktor yang memengaruhi niat beli dan kesediaan membayar harga premium untuk green skincare. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 13(02), 330–353. https://doi.org/10.21009/JRMSI.013.2.09.
-
Shah, P., & Yang, Z. J. (2022). Consumer willingness to pay for sustainable products. Environmental Communication, 16(33), 1–17. https://doi.org/10.1080/17524032.2022.2152847.
-
Shi, J., & Jiang, Z. (2023). Willingness to pay a premium price for green products: Does a reference group matter? Environment, Development and Sustainability, 25(8), 8699–8727. https://doi.org/10.1007/s10668-022-02419-y.
-
Singh, G., & Pandey, N. (2018). The determinants of green packaging that influence buyers’ willingness to pay a price premium. Australasian Marketing Journal, 1441–3582. https://doi.org/10.1016/j.ausmj.2018.06.001.
-
Štofejová, L., Kráľ, Š., Fedorko, R., Bačík, R., & Tomášová, M. (2023). Sustainability and consumer behavior in electronic commerce. Sustainability, 15(22), 15902. https://doi.org/10.3390/su152215902.
-
Wei, S., Ang, T., & Jancenelle, V. E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation. Journal of Retailing and Consumer Services, 45, 230–238. https://doi.org/10.1016/j.jretconser.2018.08.015.
-
Zhan, Y., Ren, Y., & Xu, J. (2025). Willingness to pay a premium for eco-label products in China: A mediation model based on quality value. Scientific Reports, 15(1), 1783. https://doi.org/10.1038/s41598-025-86202-9.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.