CONSUMER BEHAVIOUR ON GREEN PRODUCTS

Abstract

This paper delves into consumer behavior regarding eco-friendly products, analyzing the factors that shape purchasing decisions and the hurdles to their adoption. As environmental concerns intensify, consumers are placing greater emphasis on sustainability, influenced by awareness, societal norms, and perceived advantages. However, obstacles such as price sensitivity, skepticism, and limited availability impede widespread adoption. The review emphasizes the crucial role of marketers and policymakers in tackling these challenges and fostering eco-friendly practices through transparent communication and supportive regulations. Future research should investigate the long-term market impacts and effective strategies for promoting sustainable behavior. The findings offer valuable insights for encouraging conscious consumerism and accelerating the transition to eco-friendly practices.