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Abstract
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Increasing environmental concerns in food product consumption and
demand for green products have highlighted the need to pay attention to the
pricing of these products. The purpose of this study is measuring the difference
in the intention to purchase the green product, based on the price level and the
green label. The experiment design is a 2 (price level: high vs. low) × 2 (green
label: green vs. non-green) between-subjects study. The present study’s
findings show that differences in price levels, considering the interaction effect
of green characteristics, cause differences in the intention to buy green
products. The differences observed in the female/males groups are the same.
However, the difference in price level is different considering the interactions
effect of green / non-green characteristics on the intention to buy the product
between people with different levels of education and income levels.
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