“…Green Business had become one of the most sought-after and discusses topic within the realm of business and management for the past 3-4 years, in which, many research or studies tend to put some emphasize on understanding which factors could ultimately affect consumers' decision in buying, purchasing, consuming or using green products (Byrch et al, 2007;Loucks et al, 2010;Fernando, 2012;Hogevold et al, 2015;Woodfield et al, 2017;Wilson et al, 2019;Wilson et al, 2021;Lamptey et al, 2021). Meanwhile, in the other hand, there have also been some studies which try to put their focus from the other point of view, in which, many studies had also tried to deeply understand why there have been some companies which are willing to conduct their business activities in accordance with the concept of green business, and why there have also been some companies which decline or refuse to follow the trend of shifting their focus on doing their businesses in a more sustainable way (Braun, 2010;Gibbs and O-Neill, 2012;Martinez, 2014;Pillania, 2014;Harrington et al, 2016;Wilson, 2019;Wilson, 2020;Wilson and Jessica, 2020;Couckuyt and Van looy, 2020;Couckuyt and Van looy, 2021) In this case, there have been several factors which could explain some companies' decision and stance of not conducting their business activities in accordance within the concept of green marketing, such as the amount of costs which these companies will bear during the process of producing green products, consumers' low level of knowledge regarding what is green products (and which aspects differentiate green products and the non-green ones), and the attitude or their target markets (or consumers) of mainly focusing on the price of the product compared to the impact that using the product had on the surrounding society or environment (in which, in this case, these types of consumers usually consider the price level of the product as the basic standard in determining which products that consumers will buy). For example, since the selling price of green products tend to be higher as compared to the non-green ones, then consumers who use price level as their basis of deciding which products that they'll choose and they'll buy will most likely to choose the products with the lower price level as opposed to the higher ones, regardless of whether the more expensive product was actually green or environmentally-friendly products which will eventually bring more significant impact toward revitalizing the surrounding nature as opposed to the cheaper ones.…”