Influence of Value, Knowledge, and Consumer Attitude of Consumer Willingness to Pay More

Abstract

— The purpose of this study was to determine the effect of value, knowledge, and attitude of consumers towards consumers' willingness to pay more for the product for green consumerism. The participants involved in the study were 50 consumers who buy products in The Body Shop Bali. The study found that there is a significant influence between values, knowledge, and attitude of a consumer to willingness to pay more a consumer for environmentally green products.