Determinants Of Consumer Buying Attitude Towards Eco-Friendly Products: Evidence from Central Cities of Tamil Nadu

Abstract

Growing environmental concerns, climate change, and the increasing demand for sustainable consumption have significantly influenced consumers' preference for eco-friendly products. Understanding the factors that shape consumer buying attitude towards green products has therefore become an important area of research for marketers, policymakers, and environmental practitioners. This study aims to examine the determinants of consumer buying attitude towards eco-friendly products in the central cities of Tamil Nadu. Specifically, the study investigates the influence of environmental concern, environmental knowledge, green trust, perceived value, eco-label awareness, and product availability on consumers' buying attitude towards eco-friendly products. A quantitative research design is adopted, and primary data are collected from consumers residing in selected central cities of Tamil Nadu using a structured questionnaire. The collected data are analyzed using appropriate statistical techniques to assess the relationships between the identified determinants and consumer buying attitude. The findings are expected to provide valuable insights into the factors that encourage consumers to adopt environmentally responsible purchasing behaviour. The study contributes to the existing literature on green consumer behaviour by offering empirical evidence from an emerging regional market in India and provides practical implications for marketers, manufacturers, and policymakers in designing effective strategies to promote sustainable consumption and increase the adoption of eco-friendly products.