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Tea Consumer Purchasing Decision: Impact of Price in Green Marketing

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Author Affiliations

  • 1Agribusiness Program, Faculty of Agriculture, Universitas Padjadjaran, Jatinangor Campus, Jl. Raya Bandung-Sumedang KM 21, Sumedang, Indonesia
  • 2Department of Agricultural Socioeconomics, Universitas Padjadjaran, Jatinangor Campus, Jl. Raya Bandung-Sumedang KM 21, Sumedang, Indonesia
  • 3Department of Agricultural Socioeconomics, Universitas Padjadjaran, Jatinangor Campus, Jl. Raya Bandung-Sumedang KM 21, Sumedang, Indonesia
  • 4Department of Agricultural Socioeconomics, Universitas Padjadjaran, Jatinangor Campus, Jl. Raya Bandung-Sumedang KM 21, Sumedang, Indonesia

Res. J. Agriculture & Forestry Sci., Volume 13, Issue (1), Pages 21-26, January,8 (2025)

Abstract

The focus of this study is on evaluating the effect of price and green marketing practices on the purchasing decisions of Walini tea bags in Bandung City. The agricultural sector, especially the plantation subsector, significantly contributes to Indonesia's GDP, with tea being a major commodity. PT Perkebunan Nusantara I Regional 2, managing certified tea plantations, faces increased production costs due to green marketing certifications. A survey of 102 consumers was conducted using systematic random sampling, with data analyzed via the Method of Successive Intervals (MSI) and multiple regression. The results indicate that price significantly influences purchasing decisions, and green marketing-related price increases are also a factor. The study highlights the importance of balancing cost and sustainable practices in consumer behavior.

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