Willingness to Pay for Green Brands in Developing Countries: Turkey Example

Aim: The adoption of green products by consumers in developing countries has a significant impact on shaping economic and environmental policies to achieve sustainable development goals. This study aims to examine consumers' willingness to pay for green branded products and their environmentally conscious consumption behavior in Turkey, a country with a developing economy.Method: In the research, in-depth interviews were conducted with 70 consumers living in Istanbul and Ankara and the data were evaluated by thematic analysis method using Maxqda software.Finding: The main factors preventing consumers from purchasing green products are high price, lack of trust, lack of information and low perceived consumer efficacy. Women, highly educated and environmentally conscious individuals show more interest in green products, but price and trust issues negatively affect their purchasing decisions.Conclusion: Policies such as government incentives, consumer awareness campaigns and transparent certification systems need to be developed to promote green consumption. This study offers important strategic implications for increasing sustainable consumption in developing countries.