International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 1
January-February 2026

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Sustainability Premium: A Study on Consumer's Willingness to Pay Premium for Sustainable Products

Author(s) Ms. VANDANA CS, Dr. Niranjana C
Country India
Abstract Abstract : Sustainability and green growth are becoming more and more important in addressing environmental challenges. The growing environmental concern like pollution, climate changes, resource depletion etc leads to the development of more sustainable alternatives. Sustainable products and services are also a better alternative to attain sustainability, which reduces the negative impact on environment. Improving consumers awareness and responsibility can make a major contribution to this global challenge. Consumers behaviour is the key factor in purchase decision. Many consumers show a positive attitude towards the green products, but such attitude does not always covert to actual purchase. The paper aims to understand the consumer's buying behaviours towards environmentally sustainable products. Consumer’s awareness of environmental issues and their influence on purchase decision, constraints that are preventing the consumers from buying environmentally sustainable products are also examined. This study used quantitative research techniques through primary and secondary data from a sample of 100 consumers in Wayanad district through the convenient random sample method. This study used correlation method to analyse the relationship between consumers’ willingness to pay premium for green products and purchase decision .
Keywords Sustainability, Consumer behaviour, Sustainable premium, Willingness to pay
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-01-31
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.67686
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E-ISSN 2582-2160
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