INFLUENCE ANALYSIS OF VALUE, KNOWLEDGE, & CONSUMER ATTITUDE OF CONSUMER WILLINGNESS TO PAY MORE FOR GREEN CONSUMERISM PRODUCTS (CASE STUDY OF THE BODY SHOP, BALI) Luh Putu Virra Indah Perdanawati,Ade Maharini Adiandari,Ni Nyoman Sudiyani
Faculty of Economy Ngurah Rai University
Abstract
At this time, the rate of natural damage has reached an alarming rate. Many consumers are beginning to change their shopping patterns toward more green consumerism, such as by buying environmentally green products, even though their prices are relatively higher. This study uses multiple linear regression analysis, to see the affect of independent variable, such as value, knowledge, and attitude to dependent variable willingness to pay more. The result of research stated that simultaneously there is a significant influence between value, knowledge, attitude a consumer to willingness to pay more a consumer for environmentally green products.
Keywords: Green Products, Environmentally Protection, Green Consumer Behavior, The Body Shop
