Mitigating the 'Green Premium' Barrier: How Digital Information Richness and Material Transparency Enhance Customer Trust in High-Priced Sustainable Products
Authors
Dwi Sandini
A lecturer and researcher at the Faculty of Economics, ARS University, Indonesia. Her research interests primarily focus on green marketing strategy, consumer behavior analysis, and sustainable business development. She has published various articles concerning the economic impacts of environmental awareness. Contact: Jl. Sekolah Internasional No.1-2, Antapani, Bandung, Indonesia. (ID)
Ifani Hariyanti
AN academic at the Faculty of Information Technology, ARS University, Indonesia. Her current research explores the implementation of information systems in modern marketing and e-commerce adoption. She is actively involved in studying the role of digital technology in shaping consumer trust. Contact: Jl. Sekolah Internasional No.1-2, Antapani, Bandung, Indonesia. (ID)
Salman Topiq
A lecturer at the Faculty of Information Technology, ARS University, Indonesia. His expertise lies in data analytics and the application of signaling theory within digital marketplaces. He is currently investigating how digital artifacts can reduce information asymmetry in online transactions. (ID)
Article Information
DOI: 10.51583/IJLTEMAS.2026.150600275
Subject Category: Mitigating
Volume/Issue: 15/6 | Page No: 3729-3742
Publication Timeline
Submitted: 2026-08-03
Published: 2026-08-03
Abstract
The global paradigm shift towards sustainable consumption is frequently hindered by the "Green Premium" the additional cost associated with eco-friendly products. While classical economic theory suggests that high prices deter purchase intention, this study posits that in the digital marketplace, the primary barrier is information asymmetry, not merely price. Integrating Signaling Theory and the Information Systems (IS) Success Model, this research investigates how the quality of information provided by e-commerce platforms moderates the negative relationship between price and customer trust. We analyzed a secondary dataset of 3,587 eco-friendly products from Amazon, employing text mining techniques to quantify "Information Granularity" (description depth) and "Material Transparency." The findings reveal a paradox: while higher prices generally diminish customer trust, this negative effect is significantly attenuated when the product page exhibits high information richness. This study contributes to the literature by demonstrating that Information Systems function as a critical validation mechanism that justifies the green premium, shifting consumer focus from cost to value.
Keywords
Green Marketing, Information Systems, Customer Trust, Green Premium, E-Commerce.
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References
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