Explores eco-friendly purchasing decisions in a city, indicating a rising environmental awareness among consumers.
This study delves into the complex realm of consumer behaviour towards eco- marketing, seeking to understand how individuals respond to environmentally friendly products and marketing strategies. This research aims to explore the factors influencing eco-friendly purchasing decisions, including awareness, attitudes, and socio-demographic variables. The research investigates how consumers perceive eco- friendly products, their willingness to pay a premium for sustainable options, and the role of eco-labels, social media, and influencer marketing in shaping purchasing decisions. Findings reveal that consumers are increasingly concerned about environmental issues.
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PRIYADHARSHINI et al. (2026) studied this question.
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