Abstract: Growing environmental concerns have influenced consumer behaviour, increasing interest in sustainable and eco-friendly alternatives. This study examines consumer awareness, attitudes, and adoption of eco-friendly products in and around the city of Mangalore. Using a quantitative method, data was collected from 100 randomly selected individuals through a digital questionnaire. The findings show that although many respondents are aware of eco-friendly products and express environmental concern, this does not consistently lead to sustainable purchasing behaviour. Media platforms effectively raise awareness but have a limited impact on actual consumer action. While consumers value quality, durability, and environmental benefits, practical factors such as cost, brand loyalty, and accessibility often take precedence. The study emphasises the importance of collaborative efforts among producers, policymakers, and communities in promoting responsible consumption. Improving access to sustainable options and strengthening support systems are essential for encouraging long-term, environmentally conscious consumer behaviour.
Harsharani et al. (Fri,) studied this question.