Paper Details

The increasing concern over environmental sustainability has significantly altered consumer behaviour, particularly in urban regions like Lucknow, where eco-consciousness is on the rise. This study aims to explore the impact of green products on consumers purchase behaviour in Lucknow city. Green products, defined as those that are environmentally friendly and sustainable, have gained momentum due to growing environmental awareness and governmental regulations. With a sample size of 150 respondents, this research examines how demographic variables such as age, income, and education level influence the purchasing decisions regarding green products. A structured questionnaire was distributed to collect data on consumer attitudes and behaviours, and statistical analysis was performed using tools like Analysis of Variance (ANOVA) and Cronbach's alpha. ANOVA revealed significant differences in purchasing behaviour based on age, income, and education, with younger consumers and those with higher income and education levels showing a higher likelihood of purchasing green products. The Cronbach's alpha coefficient of 0.82 confirmed the reliability and internal consistency of the survey instrument. These findings provide businesses with actionable insights into how demographic factors shape consumer preferences for eco-friendly products. The study contributes to the understanding of consumer behaviour in the context of sustainability, offering valuable implications for marketers and policymakers striving to promote green products and encourage environmentally responsible consumption.

Green products, Consumer behaviour, Sustainability, Purchase behaviour, Demographic factors, Green marketing, Environmental awareness.