Quantitative analysis reveals green trust and green pricing boost purchase intentions for eco-friendly products, suggesting marketing strategies for sustainability.
Key Points
Green trust and green pricing positively influence purchase intentions for eco-friendly products in Jakarta.
Data analysis indicated that environmental concern does not significantly affect purchase intentions.
Quantitative approach utilized data collection from 124 loyal customers through SEM-PLS.
Study highlights the importance of green positioning in shaping consumer behavior towards sustainable products.