The results of regression suggest that products price, availability, performance and quality have the highest impetus on
consumers’ intention to pay the green price premium.Thus price and quality concern are the major antecedents
for the market augmentation of green products. Consumers WTP will increase with their reliance on the
offered value of green products; thus necessitating enhanced need for green product innovation with
improved performance, quality consideration and economical pricing strategy. Consumers’ environmental
apprehension governs their WTP with a positive instinct thus suggesting spread of enhanced environmental
awareness with reference to the current scenario of environmental downturn and measures taken to
substantiate sustainable development, one most significant being sustainable consumption practices or
consumption of environment-friendly products. Even though corporate environmental practices doesn’t have
significant impact on WTP but significantly influences consumers’ purchase decision or expenditure on
environment friendly alternatives like CFLs; which necessitates the incorporation of environmental measures
in companies’ strategic action plans