International Journal For Multidisciplinary Research

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A Study on Sustainable Marketing Practices and Consumer Willingness to Pay a Premium in India

Author(s) Dr. Shilpi Singh
Country India
Abstract Sustainable marketing has become an essential strategic approach for firms responding to rising global and Indian concerns about environmental degradation, ethical consumption, and responsible production. In the Indian marketplace, characterized by rapid urbanisation, a growing middle class, and increasing digital influence-consumers are demonstrating heightened interest in sustainability-oriented products. However, firms often face uncertainty regarding whether consumers are willing to pay a premium for such offerings. This conceptual paper examines how sustainable marketing practices (SMP), including eco-friendly product development, sustainable packaging, eco-labelling, CSR communication, ethical sourcing, and transparency in sustainability reporting, shape consumers’ willingness to pay a premium (WTPP) in India. Drawing on the Theory of Planned Behaviour (TPB), Value-Belief-Norm (VBN) Theory, Signalling Theory, Social Identity Theory, and Price-Quality Inference Theory, the study proposes an integrated conceptual framework linking SMP with perceived value, perceived quality, brand trust, and environmental concern. The review indicates that SMP enhance perceived value, quality, and brand trust-key mediators influencing WTPP-while environmental concern strengthens consumers’ positive responses to sustainable offerings. The discussion highlights the unique socio-cultural and economic factors shaping Indian consumer behaviour, identifies barriers such as affordability and greenwashing scepticism, and outlines managerial and policy implications for fostering sustainable consumption. The paper provides theoretical clarity and practical insights, offering directions for future empirical research to validate the model and deepen the understanding of sustainable consumer behaviour in emerging economies.
Keywords Sustainable Marketing, Willingness to Pay a Premium, Green Consumer Behaviour, Perceived Value, Perceived Quality, Brand Trust, Environmental Concern, Eco-Labelling, Ethical Consumption
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-28
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.64391
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