Willingness to pay for green products and factors affecting Buyer’s Behaviour: An empirical study

Over the past few decades there has been an increasing concern towards environmental issues and its resulting impact on living beings. Government and other active environmental groups are putting pressure on business to follow practices that are sustainable and environment friendly. The aim of this research is to analyse an integrated model in the content of Green Products using Structural Equation Modelling. The study aims at establishing the relationship of religiosity on environmental concern, and of environmental concern, functional value, social value, and generativity on willingness to pay for green products. The data of 240 respondents was analysed. The findings reflect that willingness to pay for green products was positively impacted by environmental concern, social value, functional value and generativity and that religiosity have a significant impact on environmental concern. The presented research can help the marketers in understanding consumer buying behaviour for green products. The study also suggests avenues for future research.