Studying the Impact of Environmental Consciousness on Perceived Effectiveness of Eco-Friendly Products in Delhi NCR

The changing times have brought along a new wave of environmental awareness among consumers, wherein consumer behavior and perception towards green-labeled goods is now an essential area of research. The study aims to understand how the environmental consciousness of a consumer affects the perception of the effectiveness of eco-friendly products. The study consisted of a sample of 80 respondents out of which 30% were males and 70% were females belonging to the age group of 36- 45 residing in Delhi NCR National Capital Region, India. A survey was carried out to measure their environmental consciousness using a scale developed by Thorman et al. (2022). Additionally, the perception of eco-friendly products was gauged through the questions centered around detergent as the product. It was found that regardless of age, gender and income, consumers perceive eco-friendly goods to perform effectively. Various firms and marketers can use the findings of the study to develop marketing strategies for a diverse and vast consumer base.