Green Marketing

RQ: What affects the average percentage price premium young adults (age 21yo to
30yo) in Singapore are willing to pay for a product that is purportedly "Green"?

RO: To find out the the additional cost young adults in Singapore are generally willing
to spent on a “green” product.

H1: The “greener” the look of the product and its packaging, the higher the premium
young Singaporean adults are willing to pay.

H2: The more widespread the promotional efforts of the “green” product and its
associative brands, the higher the premium young Singaporean adults are willing to
pay.

H3: The more environmentally-conscious the young adult, the higher the premium he/
she is willing to pay for the “green” product.
C o n c e p t u a l F ra m ewo rk

Independent Variable
Moderating Variable
“Green-ness” of
Environmental-
Product &
Consciousness
Packaging

Perceived
“Green” Price
Perceived Value
Benefit Premium
Intervening Variable
Intervening Variable Dependent Variable

“Green”
Promotional
Efforts
Independent Variable