Green Buying Behavior Case Study

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4.4 Price Has Negative Relationship with Green Buying Behavior of Millennials in Jakarta
Nowadays, due to the increase of number of people who are concerned about the environmental problems, the public willingness to purchase green products is also predicted to elevate (Kim & Choi, 2005, p. 592). However, the findings show there is another reason that lowering interest of Millennials in Jakarta to buy green product, which is the price of these products. Price is the imperative elements to attract Millennials to buy green products (Emgin & Turk, 2004, as cited in Boeztepe, 2012, p.10-11), since not all the Millennials have stability in finance. They might ignore the positive impact on environment if they purchase environmentally friendly products. Logically, Millennials with higher income level are more willing to buy green products compare to the lower and middle income. However, the finding shows a different outcome. Millennials who are willing to buy green products is the middle-income people. While, the higher income
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However, Millennials in Jakarta perceived green products as the expensive and premium products, which influence the majority not to buy green product for daily uses. Besides all those perception, Millennials still a favorable target market due to their desire to buy green product. Under those circumstances, the marketers could persuade Millennials to have green buying behavior by changing their brand positioning and strategies as well as lower the price of the products.
From the explanation above, the purpose of this research study is accomplished by examining several factors influencing of green buying behavior, to have better knowledge and perception towards green buying behavior, and to assess the most influential factor affecting green buying

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