A sustainable green economy is essential for the future, and the adoption of eco-friendly products is crucial for a healthy and sustainable life. However, the low consumption of such products remains a major global concern. This study investigates consumer behavior toward eco-friendly products in Kottayam District, Kerala, focusing on awareness, attitudes, socioeconomic factors, and willingness to pay a premium. A survey of 350 respondents was conducted using a simple random sampling method, and the data were analyzed through descriptive statistics, correlation, and hypothesis testing. The findings reveal that consumers possess a high level of environmental awareness and concern, yet their regular use of eco-friendly products remains moderate. Hypothesis testing confirms that awareness and attitudes significantly influence purchasing behavior, while income levels strongly affect the willingness to pay higher prices. The study emphasizes the need for targeted interventions such as enhancing product accessibility, ensuring transparent eco-labeling, introducing government incentives, and organizing community awareness programs. These measures can effectively promote sustainable consumption.
Sebastian et al. (Fri,) studied this question.