Young Consumers’ Willingness to Pay for Environmentally Friendly Products: A Multi Category Analysis
Natalia KOZIK-KOŁODZIEJ – Małgorzata JAROSSOVÁ – Bartłomiej KABAJA
https://doi.org/10.18267/pr.2026.vol.2587.18
Abstract: The study investigates the willingness of young consumers to pay (WTP) for environmentally friendly products in five categories: food, cosmetics, clothing and footwear, household chemicals, and electronics. Data were collected in January 2026 using a CAWI survey among 200 students of the Krakow University of Economics, aged 19-24. The respondents indicated the maximum percentage premium they would accept for products produced under strict environmental standards. The results show a moderate WTP, most frequently 5-10%, with the highest values for cosmetics and food. Statistical analysis revealed a significant and moderate effect of gender, with women more willing to pay higher premiums, while education and monthly budget showed weak relationships and place of residence was not significant. Findings suggest that WTP is context-dependent, varying by product category rather than solely by sociodemographic characteristics. The study contributes theoretically by applying a uniform WTP measurement across multiple product categories within a single sample and practically by indicating acceptable premium levels for pricing strategies and the importance of value- and attitude-based market segmentation.
Keywords: willingness to pay, eco-friendly products, consumer behavior, product categories, environmental awareness
JEL Classification codes: D12, Q56, M31
Fulltext: PDF
Published by: Prague University of Economics and Business, Oeconomica Publishing House
Year of publication: 2026
Online publication date: 20 May 2026
Copyright: Authors of the papers
ISBN 978-80-245-2587-7
ISSN 2453-6113
Pages 212-220