A STUDY ON COLLEGE STUDENTS WILLINGNESS TO PAY FOR SUSTAINABLE PRODUCTS IN CHENNAI

“A STUDY ON COLLEGE STUDENTS WILLINGNESS TO PAY FOR SUSTAINABLE PRODUCTS IN CHENNAI” ABSTRACT Sustainable Products are made with consideration for the environment, fair labour, and ethical practices. Given their higher cost, a key issue is determining if individuals, especially students, are willing to spend more on ethical and sustainable products. This study investigates the willingness of Students, especially university students, to pay a premium for sustainable products. This research also seeks to uncover the factors that influence their purchase decisions. By identifying the types of products students prefer to buy sustainably such as clothing, food and personal care items. The study further analyses the role that advertising and marketing play in shaping students interest towards sustainable products. Additionally, this research reviews existing published surveys on general consumer awareness and behaviours towards sustainable products to help understand the broader picture. The research combines information from both primary and secondary data to better understand how students think about and respond to sustainable products.