Green Marketing and Consumer Willingness to Pay for Eco-Friendly Products: A Contemporary Analysis

Author(s): Ayushi Sharma

Abstract:

In recent years, environmental degradation, climate concerns, and rising consumer awareness have driven organisations to adopt green marketing strategies. This paper examines how green marketing influences consumer willingness to pay (WTP) for eco-friendly products. Using secondary literature and conceptual analysis, the study explores the relationship between environmental consciousness, green marketing tools, perceived value, and WTP. The findings reveal that consumers-especially young, educated, and urban groups-show positive attitudes toward sustainable products, though price sensitivity and trust issues remain major barriers. The paper concludes that transparent communication, credible certifications, and long-term value creation are essential for enhancing consumer willingness to pay for environmentally responsible goods.

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Pages: 92-94     |    3 View     |    0 Download