Evaluating the factors responsible for willingness to pay for green products

Abstract

Environmental concern has been a major issue from the past few decades and the degree of consumer demand for ecofriendly products and services has increased tremendously. Present study was conducted in Udaipur city, Rajasthan. Data were collected regarding respondents’ socio-economic stautus and willingness to pay for green products. Majority of female and male consumers were between the age group of 20–30 years, married; having nuclear and small families of members up to 4. Most of the respondents were well educated. Majority of the respondents fell in the category of upper middle class and were doing job (40 and 41% females and males respectively). They were mainly from general category. For majority of the respondents (72%), price had a strong influence on the green purchasing behavior, 57 per cent were of the opinion that peer influence was not responsible while consumer deciding to purchase green products. About half of the respondents (51%) went for purchase of green products as they possessed knowledge about it. Brand of the product (61%) and quality (54%) were the reasons and only for 46 per cent respondents, environmental concern was the issue for purchase of green products wheras for 64 per cent it was not an issue.