Page 213 - Ebook HTKH 2024

Green Product: Green product (SPX) is a component of the green marketing mix.
A term preceding green product introduced by Patterson and Spreng (1997) is green

value, based on environmental desires, sustainability expectations, and consumers' green
needs for products. A green product is a sustainable product designed to minimize
environmental impact throughout its lifecycle and even after use. According to Rinal B.
Shah and Preeti Pillai (2012), green products are defined based on several key
characteristics, which help to identify and establish a common criterion for
environmentally friendly and ecological products. According to Vaibhav Ramesh
Bhalerao and Anand Deshmukh (2015), green products are defined as environmentally
friendly products, with minimal impact on the natural environment and a green lifecycle.

Green products are made from non-toxic, environmentally friendly and organized
components and measures that have been recognized and approved. According to Philip
Kotler (2011), companies can enhance consumers' purchase intentions through product
value. According to R Astuti1, P Deoranto, M L A Wicaksono, and A Nazzal (2021),
green products positively influence consumer purchasing decisions, while according to
Ha Minh Tri (2022), the green product experience influences the decision to purchase

green products among university students in Ho Chi Minh City. The study by Vathana
Bathmathan and Jegatheesan Rajadurai (2019) demonstrated that green products are not
only a modern trend but also an important factor influencing green purchasing behavior.
Understanding and awareness of the environmentally friendly features of green products
can promote consumers' green purchasing decisions, while also helping to build a more
responsible and sustainable consumer market. The hypothesis is established:
H2: Green products positively influence online purchasing decisions

Green Pricing: Green pricing (GX) is a pricing method involving electricity
produced from clean, renewable sources, allowing suppliers to express their willingness
to pay for the development of renewable energy at higher costs. Green pricing is
voluntary participation in green pricing programs when businesses and individuals
purchase renewable energy to reduce their carbon footprint. Properly implemented green
pricing meets the demand for pollution-free and environmentally friendly electricity

from renewable sources. Green pricing also creates opportunities for the electricity
industry to meet the increasingly competitive clean technology market. Even utilities
looking to supplement renewable energy sources with their traditional fossil fuel sources
may benefit from green pricing programs. Although green pricing has the potential to
contribute to alternative energy sources for environmental sustainability, such programs
must be carefully designed to satisfy consumers. To overcome initial objections, green
pricing programs can be implemented as experiments to analyze the level of available
and useful resources for specific communities or countries. The significant role of green

pricing in shaping consumers' green purchasing behavior has been demonstrated in the
study by Yatish Joshia and Zillur Rahman (2015). In the study by R Astuti1, P Deoranto,
M L A Wicaksono, and A Nazzal (2021), green pricing has been identified to have a
positive

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