The most recent trends in the marketing sector are the promotion of Eco-friendly products across the globe. Due to its direct connection to individuals, it has a lot of potential for marketing. It alludes to the practise of marketing goods based on how they would improve the environment. Beginning in the early 20th century, green marketing techniques began to develop. At that time, businesses began to understand the advantages of producing eco-friendly goods. The manufacturing company must make its goods in a way that is both environmentally friendly and pleasing to customers. In order to be considered "green," a product must be created sustainably, be recyclable, reusable, biodegradable, and include only natural materials and non-toxic chemicals that do not harm or pollute the environment. A change in consumer behaviour and mindset toward eco-friendly living is therefore necessary. The aim of this paper is to explore the willingness of consumers to pay premium money for eco-friendly products.