查看文章

The purpose of this paper is to identify the relevant antecedents of willingness of Indian consumers to pay a premium for green products and empirically validate the relationship between these antecedents and willingness to pay (WTP).

Data were generated from 515 students enroled in various educational institutions approved by the All India Council for Technical Education and located in New Delhi and National Capital Region region of India. A combination of researcher-controlled and systematic sampling techniques was employed for the purpose of identifying the sample. Structural equation modelling was used to analyse the data using AMOS 20.0.

The study revealed that attitude towards green products (ATGP) has a significant and positive influence on WTP. Additionally, collectivism and environmental concern emerged as predictors of ATGP.