Buying Behavior of Consumers towards Eco-Friendly Products

Consumer health and wellness are increasingly being threatened by the existing terrible conditions in the environment, both globally and nationally. As a result, customers are showing more environmental sensitivity in their attitudes, perceptions, preferences and purchases. The study mainly deals with the influence of the demographic profile of the consumers on their awareness towards eco-friendly products, what are factors influencing the consumers on purchase decision of eco-friendly products, the satisfaction level on consumers towards eco- friendly products and from which sector consumer make the most purchase in eco-friendly products. The current study is conducted among the college students of Idukki district. From the analysis consumers are aware of eco-friendly products, consumers mostly purchase from agricultural sector, factors such as environmental concerns, awareness of price, awareness of brand image, eco-friendly products experience and cultural factors influence the purchase decision of consumers and consumers have a satisfaction towards the purchase of eco-friendly products.