Why millennials of smart city are willing to pay premium for toxic-free food products: social media perspective

Abstract

PurposeThis study aims to investigate the smart city millennials’ willingness to pay a premium (WTP) toward toxic-free food products (TFPs). Specifically, it explores the role of social media and environmental concern (EC), using the theory of planned behavior.Design/methodology/approachThe authors used a self-administered questionnaire to gather data from 337 millennials living in an Indian smart city, and analyzed them using PLS-SEM.FindingsThe authors found that both EC and social media influence millennials' attitude and purchase intention (PI). The PI so formed, in turn, has both a significant and positive influence on the WTP for TFPs.Originality/valueTo the best of the authors' knowledge, the study is possibly pioneering, especially in the Indian context, as it considers the theory of planned behavior (TPB)'s perspective on millennials of a smart city with respect to TFP. Besides, data on the willingness to pay premium vis-à-vis the social media influence have also shed light on the contexts' uniqueness.

Faktor-Faktor Yang Memengaruhi Intensi Konsumen Untuk Membeli Rumah Subsidi

“…Environmental concern mengacu pada sejauh mana kesadaran masyarakat dalam masalah lingkungan, ikut berkontribusi dalam mendukung menyelesaikannya, dan bersedia untuk memberikan solusi dari permasalahan lingkungan. Sehingga dapat dilihat tingkat kesadaran lingkungan dalam diri konsumen memengaruhi perilaku dan niat beli (Trivedi et al, 2023) . Pembelian suatu produk dapat dipengaruhi oleh kepercayaan, sikap, dan nilai-nilai konsumen dalam lingkungan sosial konsumen (Wiyanti et al, 2023) .…”

“…Pembelian suatu produk dapat dipengaruhi oleh kepercayaan, sikap, dan nilai-nilai konsumen dalam lingkungan sosial konsumen (Wiyanti et al, 2023) . Pada penelitian terdahulu environmental concern memiliki pengaruh positif terhadap purchase intention (Paramita & Yasa, 2015;Trivedi et al, 2023;Yohana & Suasana, 2020).…”

“…Sensitivitas harga merujuk pada sejauh mana penilaian konsumen dan perasaan terkait harga dalam suatu penawaran tertentu. Konsumen kelas atas tidak influence berpengaruh positif terhadap attitude dan purchase intention (Ferdiansyah & Pratomo, 2023;Nekmahmud et al, 2022;Trivedi et al, 2023).…”

The price of toxic-free food: millennial willingness to pay a premium for food which is not toxic

“…The work of Trivedi et al (2023) has demonstrated that millennial consumers in the smart city of Surat in India were being influenced by social media to pay a premium price for toxic-free food products. In this case, toxic-free food products was a term used to describe all food products which did not contain any additional chemicals, nor were any used in the production process.…”

“…The work of Trivedi et al. (2023) has demonstrated that millennial consumers in the smart city of Surat in India were being influenced by social media to pay a premium price for toxic-free food products.…”