ANALYZING THE INFLUENCE OF GREEN PRODUCT LABELING AND CERTIFICATION ON CONSUMER TRUST AND WILLINGNESS TO PAY A PREMIUM

ANALYZING THE INFLUENCE OF GREEN PRODUCT LABELING AND CERTIFICATION ON CONSUMER TRUST AND WILLINGNESS TO PAY A PREMIUM

Registration ID: IJNRD_226036

Published ID: IJNRD2407479

DOI: Click Here to Get

Kumar Raghavendra M D , Koushik Kumara R , Vinay K S

Green product labeling, consumer trust, willingness to pay a premium, sustainability, environmental consciousness.

The purpose of this study is to investigate the influence that green product labelling and certification have on customer behaviour. The research employs a mixed-method approach and includes a sample size of 500 individuals. In order to gain a better understanding of consumer attitudes and behaviours in relation to green-labeled items, the research employs both quantitative surveys and qualitative interviews respectively. Based on the findings, it was discovered that the perceived legitimacy and transparency of the certification process have a substantial impact on the level of faith that consumers have in environmentally friendly product labelling. In comparison to self-certifications made by the company, it was discovered that third-party certifications elicit higher levels of confidence. There was also a moderate to high willingness among customers to pay a premium for green-labeled items, with factors such as direct health advantages, environmental knowledge, and demographic demographics playing key roles in the decision-making process. The findings provide useful insights that may be applied in both academic literature and practical applications. They highlight the significance of getting authentic third-party certifications and ensuring transparency in labelling processes. These findings can be utilised by policymakers in order to design more stringent rules and laws for green labelling, which will facilitate the promotion of consumer awareness and sustainable consumption.

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"ANALYZING THE INFLUENCE OF GREEN PRODUCT LABELING AND CERTIFICATION ON CONSUMER TRUST AND WILLINGNESS TO PAY A PREMIUM", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.9, Issue 7, page no.f794-f806, July-2024, Available :https://ijnrd.org/papers/IJNRD2407479.pdf

Volume 9 Issue 7, July-2024

Pages : f794-f806

Paper Reg. ID: IJNRD_226036

Published Paper Id: IJNRD2407479

Downloads: 000121197

Research Area: Management

Country: Bangalore Urban, Karnataka, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2407479.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2407479

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

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This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

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