Consumer Willingness to Pay Premium for Sustainable Food Products: Evidence from Indore

Author(s)	Ajay Kushwah
Country	India
Abstract	Growing environmental concerns and increasing awareness regarding sustainable consumption have influenced consumer preferences in the food sector. Sustainable food products such as organic, locally sourced, and eco-friendly packaged goods often carry price premiums due to higher production costs. This study investigates consumer willingness to pay (WTP) a premium for sustainable food products in Indore city. A structured questionnaire was administered to 450 urban consumers. Statistical techniques including reliability analysis, descriptive statistics, correlation, multiple regression, and ANOVA were applied using SPSS.
Keywords	Willingness to Pay, Sustainable Food, Price Premium, Green Consumer Behavior, Indore
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-02-26
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.69833

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research