Rita Komaladewi

Adopting a green lifestyle by living a healthy life has the consequence of purchasing more expensive green products. This study aimed to explore the factors affecting consumers’ willingness to pay more for green convenience products. This willingness can be influenced by consumers’ attitudes, green lifestyles, and purchase intention. The respondents were 225 individuals who had purchased green products from bulk stores in Bandung and Jakarta. The data were obtained through online surveys, specifically distributing G-form. The majority of respondents are women at 78.7% and 39.1% were aged between 26-35 years. Subsequently, the samples were collected using cluster random sampling, which included selecting groups or areas to be sampled, and the data were processed using SEM-LISREL. The results showed that green lifestyles influenced willingness to pay more for convenience goods, while attitudes were only indirectly influenced. The intention to make a purchase was a significant predictor of how much consumers were willing to pay more. The majority of respondents are willing to pay around 10-25% more for green products. Simultaneously, attitudes and green lifestyles had a significant influence, with purchase intention as a mediator. These results can be used to develop green convenience product marketing strategies at bulk stores in Indonesia by providing confidence in product attributes that encourage consumers to pay a premium price.

Type of the article: Research Article

Abstract
The intention to purchase local Indonesian sneakers remains relatively low, indicating a gap between the growing production of local footwear and consumers’ actual willingness to buy. This study aims to analyze and empirically prove the role of social media influencers in increasing consumer purchase intention to buy local Indonesian sneakers, with engagement as a key variable that mediates the relationships. The research method used was a quantitative approach by distributing questionnaires to 360 respondents who were active users of social media and followed influencers in the field of sneakers from April to November 2024. The unit of analysis in this study consists of the social audience of local sneaker consumers in Indonesia. Using Structural Equation Modeling with a Partial Least Squares (SEM-PLS) approach, the results show that influencers exert a direct positive effect of 0.297 on purchase intention and 0.757 on engagement. Engagement, in turn, has a direct positive effect of 0.569 on purchase intention. These results also demonstrate an indirect positive effect of influencers on purchase intention through engagement, with a mediation effect of 0.43. Influencers have a high influence on engagement, so it is expected that local sneaker manufacturers in Indonesia must create content that not only increases purchase intention, but also has high engagement to their audience, because it can increase the intention to buy local sneakers in Indonesia.