Consumer Purchasing Behaviour towards Eco-Friendly Products among University Students in Mandya: An Empirical Study with 2025 Market Insights

Abstract

This study investigates determinants of eco-friendly product purchasing behaviour among 130 university students in Mandya, Karnataka, using Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings reveal that product quality (β = 0.627, p < 0.001) is the strongest predictor, followed by environmental awareness (β = 0.138, p = 0.025). Price, availability, and perceived value show negligible direct effects. The model explains 47.8% of purchasing behaviour variance. Results align with 2025 market trends showing quality assurance and certifications as primary conversion factors (58%) versus environmental messaging (34%). The study provides context-specific insights for Indian university markets and actionable recommendations for marketers, policymakers, and educational institutions.