Title: Willingness to pay more for green products: a challenge for young consumers

Authors: Dhanjit Pathak; Dipankar Malakar

Addresses: Tezpur College, Tezpur, Assam – 784001, India ' Department of Commerce, Krishna Kanta Handiqui State Open University (KKHSOU), Guwahati, Assam – 781022, India

Abstract: As sustainability and environmental awareness continue to gain traction, understanding the factors influencing the willingness of young consumers to pay for green products is crucial. This study explores the relationship between environmental concerns, green benefits, green quality, and the inclination to pay a premium for eco-friendly products among the younger demographic. The research delves into the impact of various factors on purchasing decisions, analysing demographic attributes such as gender, age, education, occupation, and income. Findings indicate that environmental concerns significantly influence the willingness to pay, with individuals demonstrating higher environmental concern displaying a greater propensity to invest in green products. The study also examines the influence of education and occupation on willingness to pay, revealing statistically significant associations with schooling levels and net monthly income. The insights provided contribute to understanding consumer behaviour in the green market, offering implications for marketing strategies targeting environmentally conscious young consumers.

Keywords: young consumers; green products; sustainability; willingness to pay.

DOI: 10.1504/EMJM.2024.144334

EuroMed Journal of Management, 2024 Vol.6 No.4, pp.281 - 293

Received: 24 Sep 2023
Accepted: 19 Feb 2024
Published online: 07 Feb 2025 *

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