The present study aims to examine the willingness to pay a premium and purchase intentions for green products among undergraduate students of Kavayitri Bahinabai Chaudhari North Maharashtra University (KBCNMU), Jalgaon. In an era of growing environmental awareness, understanding consumer behavior toward eco-friendly products is vital, particularly among the youth who represent future market influencers. The study is based on primary data collected through a structured questionnaire administered to 100 undergraduate students, utilizing a 7-point Likert scale to assess their level of agreement on nine attitude statements related to green product purchase and pricing. The research tests a hypothesis to identify gender-wise differences in green purchasing behavior using independent samples t-tests. Findings indicate that while there is no significant gender difference across most variables, certain statements show statistically significant differences, particularly in perceived long-term benefits and the intent to influence others. The study concludes that gender does influence specific dimensions of willingness to pay and purchase intentions for green products, though overall attitudes remain largely similar.