A Study of Consumers’ Willingness to Pay for Green Products

In the past decade a huge number of studies have explored consumers' willingness to pay across different product categories. However the intention to pay the premium for green products had remained unexamined to a large extent in the context of emerging economies of the east. The present paper tries to prognosticate the drivers for green purchase decisions and willingness-to-pay. Structured questionnaires are used for data collection and ordinary least square regression and analysis of variance have been used for analysis of data. Results suggest the dominance of consumers' perception about the functional aspects of green products on their willingness-to-pay. 