The Influence of Green Marketing on Consumers’ Willingness to Pay for Sustainable Products

Abstract

This study explores the influence of green marketing on consumers’ willingness to pay (WTP)
for sustainable products in Thailand. The research examines how green product attributes, ecolabeling, environmental advertising, and corporate social responsibility shape consumers’
attitudes and intentions toward eco-friendly purchasing. Data were collected from 500 Thai
consumers using a structured questionnaire and analyzed through structural equation modeling
(SEM). The results reveal that green marketing has a significant positive effect on consumers’
WTP, mediated by green brand image, trust, and perceived product value. Among the key
dimensions, eco-labeling and product quality exert the strongest influence, highlighting the
importance of transparency and credibility in environmental claims. The findings indicate that
consumers are increasingly motivated by authentic sustainability practices and clear
environmental communication. This study contributes to green marketing literature in emerging
markets and provides managerial insights for Thai businesses to design integrated, trustworthy,
and socially responsible marketing strategies that enhance consumer engagement and long-term
loyalty.