Environmental Concern and Price Premium Behaviour in Green Consumer Markets

Abstract

Environmental sustainability has become an important concern among consumers due to increasing awareness of ecological issues and climate change. This study examines the relationship between environmental concern and consumers' willingness to pay a price premium for environmentally friendly products in green consumer markets. The primary objective of the study is to analyze how environmental awareness, attitudes, trust in eco-labels, and perceived environmental responsibility influence consumers' purchasing decisions regarding green products. The study is based on a questionnaire survey conducted among consumers to assess their environmental concern and price premium behaviour. The findings reveal that a majority of respondents demonstrate strong environmental awareness, actively seek eco-friendly alternatives, trust environmental product claims, and are willing to pay additional costs for sustainable products. The study concludes that environmental concern positively influences consumers' willingness to support green products despite higher prices, indicating a growing trend toward sustainable consumption behaviour.

Keywords

DOI & Citation