Awareness, Concern, and Perception of Young Consumers Toward Green Product Value with the Moderation of Sustainable Branding

The focus on green businesses is increasing, but not all investors are committed to green products due to their high cost and innovative technology. According to a Katadata Insight Center survey in 2021, only 28% of consumers understand green products. This study aims to analyze the effect of Sustainable Brand (SB) moderation on the relationship between Green Product Awareness (GPA), Green Product Concern (GPC), Green Product Perception (GPP), and Green Product Value (GPV). The population consists of consumers in Jakarta and its surroundings. A sample of 100 people was selected using a combination of purposive and convenience sampling. Data analysis was carried out using Moderated Regression Analysis (MRA) with SPSS 23. The results of the study show that GPA has an effect on GPV. GPC affects GPV, and GPP affects GPV. The SB variable is able to moderate GPA and GPC towards GPV while for the GPP variable, the SB variable is not able to moderate effectively. The implications of this study show that further efforts are needed from the government, business actors/entrepreneurs, and the public to increase consumer awareness, concern, and perception of green products to create a better environment.