Understanding Consumer Behaviour towards Eco-Friendly Products in the Context of Sustainable Consumption

Abstract

The examination of consumer behaviour is essential in understanding the dynamics of sustainable markets, especially regarding the uptake of eco-friendly products. Products that are environmentally friendly are developed with the intention of minimising ecological damage, preserving resources, and encouraging sustainable consumption behaviours. Despite heightened awareness regarding environmental degradation, the degree to which consumers convert their environmental concerns into tangible purchasing behaviours remains ambiguous. This research seeks to analyse consumer behaviour regarding eco-friendly products and to determine the impact of environmental knowledge, attitudes, and purchasing behaviour on decisions related to sustainable consumption. This research is founded on primary data gathered from a sample of 150 consumers located in Chennai city. A judgemental sampling technique, categorised as a non-probability sampling method, was employed for the selection of respondents. The research utilised a structured questionnaire as the primary instrument for data collection. The data were analysed using descriptive statistics and multiple regression analysis, while reliability was evaluated through Cronbach’s alpha. The results indicate that consumers exhibit a positive disposition towards environmentally sustainable products and recognise their ecological advantages; nonetheless, factors such as price sensitivity and restricted product availability hinder regular adoption. The findings indicate that an understanding of environmental issues and favourable attitudes play a crucial role in shaping eco-friendly purchasing behaviour, thus promoting sustainable consumer practices.