Abstract

This research aims to clarify the relationship between environmental corporate social responsibility (ECSR) and consumers' willingness to pay premium prices for eco-friendly products, exploiting the theory of Value-Attitude-Behavior. First, the study investigates how ECSR influences willingness to pay premium prices. Hence, it examines the effect of ECSR impacts on food safety concerns and the subsequent food safety concerns impact on attitudes towards eco-social benefits. Lastly, this framework explores the effect of attitude towards ecosocial benefit impact on willingness to pay premium prices. Conducted through a survey among Indonesian consumers who bought organic products in 2023, 319 completed questionnaires were analysed. Employing confirmatory analysis and structural equation modelling, the results reveal that ECSR does not significantly affect willingness to pay a premium. ECSR positively influences food safety concerns, which in turn food safety concerns impact attitudes towards eco-social benefits. Finally, attitudes towards eco-social benefits significantly affect the willingness to pay premium prices.