A STUDY ON FACTORS THAT INFLUENCING GREEN CONSUMERS TO PURCHASE OF ECO FRIENDLY PRODUCTS IN KANYAKUMARI DISTRICT

Soumya V V; G. Anusha

doi:10.29121/shodhkosh.v5.i5.2024.4798

Authors

Soumya V V Research Scholar (Reg. No. 22213081012005), Department of Commerce, Malankara Catholic College, Mariagiri, Kaliyakkavilai, Affiliated to Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli, Tamil Nadu -627012.
Dr. G. Anusha Assistant Professor, Department of Commerce, Malankara Catholic College, Mariagiri, Kaliyakkavilai, Affiliated to Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli, Tamil Nadu -627012.

DOI:

https://doi.org/10.29121/shodhkosh.v5.i5.2024.4798

Keywords:

Green Consumerism, Buyer Sentiment, Buying Choice, Eco-Friendly Products, Consumer Perceptions, Sustainability, Psychological Factors

Abstract [English]

The increasing concern over environmental degradation and the need for sustainable consumption have directed attention toward eco-friendly products. This study examines the factors influencing consumer behavior toward eco-friendly products in Kanyakumari District, Tamil Nadu. The research identifies green consumer segments—Active Greens, Potential Greens, Latent Greens, and Non-Greens—using environmental variables. A sample of 90 respondents from rural areas was analyzed through a descriptive research design using convenience sampling. The data were evaluated using percentage analysis and Garret Ranking. The findings reveal that consumers with higher levels of environmental knowledge and eco-friendly product awareness exhibit stronger purchasing intentions. Among the key factors influencing purchasing decisions, product attributes and brand reputation emerged as the most significant, followed by eco-labeling, environmental concern, health reasons, energy-saving potential, and quality-of-life enhancements. Cost benefits, although considered, were ranked lowest in importance. Furthermore, the study indicates that younger, married, and well-educated consumers with moderate income levels are more inclined toward eco-friendly product consumption. It also highlights that perceived trust, product value, and credible green claims play a pivotal role in shaping purchase behavior. To promote eco-friendly product adoption, marketers should focus on enhancing consumer awareness, building brand credibility, and offering transparent product information. This research contributes valuable insights into the eco-friendly product market, assisting marketers in developing effective segmentation strategies and tailoring green marketing initiatives. By addressing the barriers to purchase, businesses can stimulate sustainable consumption and contribute to environmental conservation. The findings serve as a foundation for further research in consumer behavior and green marketing within the region.

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