Consumer Attitudes and the factors that influence willingness to pay for Green Products: Evidence from Santoshi Nagar, Raipur

Abstract

The increasing awareness of environmental issues has led to a growing demand for green products. This study investigates consumer attitude towards green products and its influence on their buying behaviour. A special reference to Santoshi Nagar Raipur. This research is based upon qualitative data. And the data tools are collected by used of questionnaire and percentage analysis. Through a survey of 120 consumers was conducted to gather data on their attitudes, perceptions, and buying decisions regarding green products. The results show that consumers who hold positive attitudes towards green products are more likely to purchase them, with 87% respondents are thinking that green products are useful for environment and it also impact positively in the environment. However, despite this awareness, many consumers are unwilling to pay for green products due to high prices and misconceptions about their effectiveness. The study also reveals that environmental concern, health consciousness, and social influence are significant predictors of consumer attitude towards green products. The findings of this study provide valuable insights for marketers and policymakers seeking to also promote sustainable consumption and reduce environmental degradation.