Published Paper Details:

Products that do not harm the environment during manufacturing, usage, or disposal are considered sustainable. These items greatly reduce the pollution they would otherwise cause, which helps to maintain the environment. Products that are sustainable consider both human and environmental safety. Customers exhibit diverse purchasing behaviors, which are subject to continuous modification due to the abundance of superior options. India's desire for eco-friendly items has surged dramatically in recent years as environmental awareness has grown. Consumers are opening their wallets for sustainable items as they are "thinking green" more and are eager to purchase more eco-friendly goods. Given this context, the paper's primary goals are to ascertain consumer awareness of and perceptions of sustainable products as well as their willingness to pay a premium for them. Both primary and secondary data have been taken into consideration for the study. Secondary data is gathered from numerous websites, while primary data is gathered from the general population through the distribution of questionnaires.