Consumer Preference and Willingness to Pay Towards Greenproducts

The consumers preference towards the usage of Green products helps us determine how willing a consumer is to contribute towards making the planet a better place to live in. The contribution may be through purchase and usage of organic products and thus adding to the overall sustainability of the environment. Consumers have different purchasing preferences and these preferences are constantly varying as are sult of the availability of other alternatives to choose from. This research provides a valuable suggestion about the interests of green product consumers in the city of Bengaluru, by measuring factors like willingness to pay. The increasing number of consumers who prefer and are willing to buy these products are subjected to the buying process. Green business must understand the requirements of the ecofriendly consumers to survive in the market.