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Willingness to Pay More (WTPM) for green product is still being debated, because some consumers are behaving that it is the obligation of producers and governments to provide environmentally friendly products, informing them without setting a high price so that buying intentions and consumer confidence arise to buy and consume it. Likewise among millennials, who tend to be more critical in their attitude towards the environment. This study aims to determine the effect of ecolabeling on consumers' willingness to pay more for green products through purchase intentions.

Consumers’ Willingness to Pay More for Eco Friendly Products (Green Products) Classification Daily Needs Products