A Study on Consumer Awareness and Perception Towards Eco-Friendly Green Products and their Influence on Purchase Behaviour
A Study on Consumer Awareness and Perception Towards Eco-Friendly Green Products and their Influence on Purchase Behaviour
Lokesh P1, Shireen Fathima S2
1Student, Department of MBA, Panimalar Engineering College, Chennai.
2Assistant Professor, Department of MBA, Panimalar Engineering College, Chennai.
Abstract: Increasing pollution, climate change, and resource depletion have made environmental sustainability a global priority. Eco-friendly goods have become a viable way to lessen the influence on the environment. The awareness, perception, and purchase behavior of consumers about green products are all examined in this study. Using structured questionnaires, 150 respondents provided main data for the descriptive study design. According to the report, despite widespread awareness of eco-friendly items, real purchasing behavior is still moderate because of things like high cost, limited supply, and mistrust. For analysis, statistical methods such the Friedman test, Kruskal-Wallis, Chi-square, and Spearman correlation were employed. The results show that while factors like price and impression are important, awareness by itself does not significantly affect purchase intention. To increase green consumption, the report recommends tactics including lower prices, advertising campaigns, and better product accessibility.
Keywords: Eco-friendly products, Consumer awareness, Consumer perception, Green marketing, Purchase behaviour, Sustainability