The Influence of Online Social Media Activities on Customer’s Attitude and Willingness to Pay Green Products: Case Study of Green Products
Athalla Rania Insyra, Annisa Rahmani Qastharin
Asian Journal of Research in Business and Management
Urban Farm DB summary
Using PLS-SEM, this study analyzed how online social-media activities affect consumer attitude and willingness to pay for green products, taking the Indonesian startup PLUS, which sells a planting-kit green product tied to the growth of urban farming in Indonesia, as its case. Survey responses from 228 Indonesian men and women who had bought or engaged with green products via social media showed that entertainment, interaction, trendiness and word-of-mouth in social-media marketing had a significant positive effect on attitude toward green products, while customization was not a significant predictor of consumer attitude; positive attitude in turn had a significant positive effect on willingness to pay.