Paper Details

Eco-friendly products are environmentally friendly products that have been designed, produced and marketed with a focus on minimizing the impact on the environment. The availability of eco-friendly product has increased significantly in recent years and many companies are offering sustainable alternatives to traditional products. As a result, there is a growing market for eco-friendly products and the companies can benefit from developing and marketing sustainable products. The study aims to identify the sources of awareness and adoption of eco-friendly products and the factors driving the buying behavior of eco-friendly products among consumers. The required data for the study was collected through a structured questionnaire from 130 eco-friendly product consumers in Coimbatore city. The statistical tools adopted for the study includes percentage analysis and Chi-square analysis. The results of the study reveals that majority of the respondents become aware through social media. More consumers are aware of the environmental impact of their purchasing choices and are willing to pay more for eco-friendly products. Availability and Cost are still major factors that influence consumers purchasing behaviour. The hypothesis result shows that there is a significant association between age of the respondents and factors driving the buying behavior of eco-friendly products among consumers at 1 % level and online advertisement at 5% level. Further, the study concluded that business should prioritize making their eco-friendly products more widely available to consumers.

Eco-friendly Products, Buying Behavior, Sustainability and Green Economy