Antecedents of willingness to pay for green products

The main purpose of this paper is to examine whether there is a positive influence of pro-environmental behavior and environmental locus of control toward the willingness to pay for green products. The data obtained by distributing online and offline questionnaires, reaching 419 respondents of 18 to >= 55 years old that have the knowledge and already bought a green product. The purposive sampling was used as the sampling technique, and the data were tested by Statistical Equation Modeling ( SEM). The results show that environmental locus of control does not positively affect pro-environmental behavior. However, the environmental locus of control and pro-environmental behavior do have a positive influence on the willingness to pay. Based on the findings, it is essential for green product companies to improve customers' pro-environmental behavior and environmental locus of control. To do so, the marketer of green products should increase consumers' concern, awareness, and behavior of conserving nature through activities such as campaigns and demonstrations.