The study, titled The Influence of Green Products, Green Awareness, and Product Price on Lemonilo Consumer Purchase Decisions in DKI Jakarta, examines an increasingly important question for businesses and consumers. As awareness of environmental sustainability grows, many companies are promoting products as healthier, greener, or more environmentally responsible. Yet consumers do not always make purchasing decisions based solely on those claims.
In Jakarta’s competitive instant noodle market, this creates a practical challenge. Lemonilo has positioned itself as an alternative associated with healthier consumption and environmental awareness, while conventional brands remain dominant. The researchers noted that consumers may support sustainability in principle but still make purchasing decisions based on more immediate considerations, especially price and perceived value.
Surveying 120 Lemonilo Consumers
Bove and Fauzi conducted the study in DKI Jakarta, beginning in March 2025. The researchers used a quantitative survey involving 120 respondents who lived in Jakarta and had previously purchased Lemonilo products.
Participants were selected according to specific criteria. They had to live in DKI Jakarta, have experience purchasing Lemonilo, be willing to complete the questionnaire, and demonstrate awareness of environmental issues. The researchers then examined how three factors—green product perceptions, environmental awareness, and product price—were associated with consumers’ purchasing decisions.
The respondent profile was dominated by young consumers. Of the 120 participants, 70.8 percent were male, 68.3 percent were between 18 and 25 years old, and 49.2 percent lived in South Jakarta. The sample therefore provides a snapshot of Lemonilo consumers in an urban market with a strong concentration of younger buyers.
Price Emerges as the Strongest Factor
The most significant finding was the role of price.
Among the three factors examined, product price showed the strongest positive relationship with purchasing decisions. The study reported a relationship coefficient of 0.410, with a statistical significance level of 0.001.
In practical terms, consumers were more inclined to purchase Lemonilo when they considered its price reasonable in relation to the quality and benefits they expected to receive.
Environmental awareness also had a positive and significant influence on purchasing decisions. This factor recorded a relationship coefficient of 0.364, with a significance level of 0.027. Consumers with stronger awareness of environmental issues were more likely to choose Lemonilo.
The researchers’ results suggest that consumers’ personal concern for environmental sustainability can influence purchasing behaviour. However, this influence does not necessarily mean that specific green features of a product automatically become the main reason for purchase.
Key Findings at a Glance
Product price: Positive and significant effect on purchasing decisionsCoefficient: 0.410 | p-value: 0.001
Green awareness: Positive and significant effect on purchasing decisions
Coefficient: 0.364 | p-value: 0.027
Green product attributes: No significant effect on purchasing decisions
Coefficient: -0.149 | p-value: 0.225
Green Product Claims Alone Were Not Enough
One of the study’s most notable findings was that green product attributes did not have a statistically significant effect on Lemonilo purchasing decisions among the respondents surveyed.
The result challenges a common assumption in sustainable marketing: that consumers who value environmental issues will automatically purchase products with green credentials.
According to Bove and Fauzi of Universitas Mercu Buana, environmentally friendly attributes such as recyclable packaging or environmentally conscious production may not yet be strong enough to become decisive purchasing factors for Lemonilo consumers in Jakarta. Consumers may instead give greater weight to price, product availability, or other practical considerations.
The authors’ findings can therefore be understood as an important distinction between environmental concern and purchasing behaviour. A consumer may care about sustainability while still asking a simple question before making a purchase: Is this product worth the price?
The study also found that environmental awareness itself was more influential than the product’s physical green attributes. As Bove and Fauzi explained through their analysis, consumers who are more conscious of environmental issues tend to be more inclined to select products they perceive as environmentally responsible.
What the Findings Mean for Sustainable Businesses
The findings carry practical implications for companies selling products associated with sustainability.
First, green marketing should not rely only on environmental labels or claims. Businesses need to communicate clearly why their products offer value to consumers and ensure that sustainability benefits are easy to understand.
Second, pricing remains critical, even for consumers who are environmentally conscious. A sustainable or healthier product may have a premium position in the market, but consumers still evaluate whether the price is justified by the benefits they receive.
Bove and Fauzi’s analysis suggests that Lemonilo and similar brands could strengthen their marketing by combining environmental messaging with a clearer value-for-money proposition. Companies could also communicate specific sustainability benefits more concretely, including packaging practices and other environmentally responsible features.
The three factors examined in the study explained 35.2 percent of the variation in consumer purchasing decisions. This indicates that other influences may also shape consumer behaviour, including brand image, promotional exposure, product availability, and trust in a brand.
A Broader Lesson for Sustainable Consumption
Beyond Lemonilo, the study highlights a wider challenge in encouraging sustainable consumption in Indonesia.
Environmental awareness can encourage consumers to make more responsible choices, but concern for sustainability must be translated into products that consumers consider practical and affordable. Businesses, policymakers, and consumer educators therefore face a similar challenge: making sustainable choices not only environmentally appealing but also economically realistic.
The researchers recommend that future studies include additional factors such as brand image, brand trust, and promotional exposure. Expanding research beyond DKI Jakarta or comparing Lemonilo directly with competing brands could also reveal whether the same pattern appears across Indonesia’s wider sustainable food market.
Author Profiles
Muhamad Zuhal Bove is the lead and corresponding author of the study. He is affiliated with the Management Study Program, Faculty of Economics and Business, Universitas Mercu Buana, Jakarta, Indonesia. The article identifies his research work within the areas of consumer behaviour, purchasing decisions, and sustainable marketing. His academic degree is not stated in the source document.
Firman Fauzi is the second author and is also affiliated with the Management Study Program, Faculty of Economics and Business, Universitas Mercu Buana, Jakarta, Indonesia. The article places his scholarly contribution within management and consumer behaviour research. The acknowledgements refer to Dr. Firman Fauzi, ST., MM, although the author byline itself lists his name without academic titles.
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