From Hype To Habit: Decoding Eco-Literacy and Digital Driven Premium Demand For Sustainable Products

Daranti Rahmadhani; Ramadania Ramadania; Harry Setiawan; Juniwati Juniwati; Ana Fitriana

doi:10.35870/jemsi.v12i4.6753

Open Access Articles

From Hype To Habit: Decoding Eco-Literacy and Digital Driven Premium Demand For Sustainable Products

Daranti Rahmadhani^1*
Ramadania Ramadania²
Harry Setiawan³
Juniwati Juniwati⁴
Ana Fitriana⁵

^1,2,3,4,5 Tanjungpura University

* Corresponding Author: Daranti Rahmadhani

Cover JEMSI Volume 12 Nomor 4 Agustus 2026

DOI

https://doi.org/10.35870/jemsi.v12i4.6753

Published 2026-08-01

Pages 3573-3585

Issue Vol. 12 No. 4 (2026): Agustus 2026

Download PDF

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

How to Cite

Citation Format

Rahmadhani, D., Ramadania, R., Setiawan, H., Juniwati, J., & Fitriana, A. (2026). From Hype To Habit: Decoding Eco-Literacy and Digital Driven Premium Demand For Sustainable Products. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(4), 3573-3585. https://doi.org/10.35870/jemsi.v12i4.6753

References

39 References

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.