This research aimed to explore the constructed variables that were to influence the process of the positive attitude formation of the developing country’s society toward the green products. Those several variables were the green brand perception, green price fairness, and country of origin.
Next, exploratory study was used to understand these research variables through the deep interview toward 15 participants of the public area of Yogyakarta City.
The study results showed that the conceptualized variables could be used to build the process of the positive attitude formation of the society toward the green products and delivered some propositions. The study suggests several implications both theoretically and practically. The propositions in this study can be continued in the future study by testing the conceptualized variables in this research.
 
Keywords:  Green Brand Perception, Green Price Fairness, Country of Origin, Society Positive Attitude toward Green Products