This research study of a "Willingness of Bangkok consumers to pay for personal care products packaged in eco-friendly packaging" aims to evaluate the price premium that a consumer would be prepared to pay for a product packaged in eco-friendly packaging that might exceed the cost of standard non-eco-friendly packaging. Both exploratory research and descriptive research were conducted in order to achieve all of the objectives. To determine the most applicable questions to achieve these objectives, five in-depth interviews were conducted before the distribution of the survey questionnaire. Once the survey were questions were established, 240 respondents were recruited by convenient sampling method to participate in the online survey and the collected data was analyzed using the Statistical Package for Social Science (SPSS). According to Eco & Beyond, Eco-friendly packaging have some credential to be classed as it be. Eco-friendly packaging should be made from materials that are made from bio-material as call as biodegradable material and compostable after used as well. Alternatively, the materials used might be recyclable, edible, or reusable. On the other hand, the packaging might be made with materials that have a low environmental impact. The results of this analysis showed that Bangkok consumers, who purchased either shower gel or mouthwash products in the last three months, could be classified into three groups: low, medium, and high, as a means of measuring consumers’ behavior level of concern toward environmental degradation. All the survey respondents believed that eco-friendly packaging should: 1) Be disposed into an effective waste management system to achieve zero-waste; 2) be bio-degradable; and 3) non-biodegradable packaging materials should be reduced, but should maintain the same performance as standard non-biodegradable materials used in most packaging. However, without segmentation, there are no differences of price premium between the groups of respondents who believed in each attitude. The results also indicate that the respondents who fall into the group, categorized as household income lower than 18,000 Baht per month, had the least ‘willingness to pay’ a premium for eco-friendly packaging. This group valued the product packaged in eco-friendly packaging at 81.50 Baht, which was lower than the original retail price (7.50 Baht lower) while the other two income groups were willing to pay a premium for eco-friendly packaging.The research conducted herein will be useful for fast-moving consumer goods (FMCG) companies. More explicitly, for product development managers and marketing managers who aim to improve and/or adjust product packaging that is more eco-friendly for both economic and environmental reasons. In order to achieve economic and environmental sustainability, and improve product acceptance by environmentally-conscience consumers, as well as mitigate environmental degradation, eco-friendly packing is a key strategic approach to achieving long-term success.