Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)

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Beyond Green Ideals: How Price and Promotion Outweigh Sustainability in Eco-Friendly Product Purchases Online

Authors
Muhammad Syahrul Endy Baharsyah1, *, Muh Asdar1, Nurdjanah Hamid1
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: baharsyahmse23a@student.unhas.ac.id
Corresponding Author
Muhammad Syahrul Endy Baharsyah
Available Online 20 June 2026.
DOI
10.2991/978-94-6239-709-5_30How to use a DOI?
Keywords
Price Perception; Promotional Strategies; Sustainability Perception; Purchase Decisions
Abstract

This study investigates the influence of price perception, promotional strategies, and sustainability perception on purchase decisions of eco-friendly products in the e-commerce environment. With growing consumer awareness of environmental issues and the rise of green products in online markets, understanding the interplay between economic, promotional, and ethical drivers is crucial. Using a quantitative approach with 133 respondents from Makassar and Gowa, the study employed multiple regression analysis to evaluate the effect of each variable on purchasing behaviour. The findings reveal that all three factors significantly influence purchase decisions, with price perception and promotional strategies showing stronger predictive power compared to sustainability perception. These results offer new insights into green consumer behaviour in digital settings and highlight the complex trade-offs consumers make between values, incentives, and ethical considerations. This study contributes to the theoretical understanding of purchase decision-making and provides practical implications for marketers aiming to balance profitability with environmental responsibility on online platforms.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
20 June 2026
ISBN
978-94-6239-709-5
ISSN
2352-5428
DOI
10.2991/978-94-6239-709-5_30How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Muhammad Syahrul Endy Baharsyah
AU  - Muh Asdar
AU  - Nurdjanah Hamid
PY  - 2026
DA  - 2026/06/20
TI  - Beyond Green Ideals: How Price and Promotion Outweigh Sustainability in Eco-Friendly Product Purchases Online
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 425
EP  - 438
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_30
DO  - 10.2991/978-94-6239-709-5_30
ID  - Baharsyah2026
ER  -