The green hydrogen economy is poised to transform energy markets and drive sustainable innovation, despite the absence of established markets and price-setting mechanisms. Understanding the willingness to pay (WTP) for green hydrogen is crucial for developing viable business models and guiding policymakers. WTP varies across sectors due to regulatory quotas and market orientations, impacting the level of demand and pricing. Categories of WTP range from very high driven by strict regulations to low where incentives are lacking. Stakeholders must assess WTP drivers carefully, link them to specific hydrogen volumes, and prioritize efficient funding strategies for different sectors to navigate the complexities of the green hydrogen economy.