Should We Continue to Sell Green Products? A Case Study of Willingness to Pay More for Green Furniture Products

The growing global demand for environmentally friendly products necessitates an in-depth examination of the factors influencing consumers’ willingness to pay a premium. This study focuses on furniture industry and aims identify key determinants that shape more furniture. Data were collected from 153 Indonesian consumers interested in purchasing household products. Structural Equation Modeling (SEM) analysis, utilizing smartPLS software, was employed analyze data derive insights. findings revealed perceived value green individuals’ attitudes significantly positively influenced desire Conversely, marketing mix did not impact such These results highlight importance communication, outreach, public policy, education shaping nation state’s positive perception attitude towards implications these are discussed context promoting sustainable consumption practices fostering greener economy.