A STUDY ON CONSUMERS' PERCEPTION TOWARDS SUSTAINABLE PRODUCTS IN INDIA IN THE CONTEXT OF VIKSIT BHARAT AT 2047

Sustainable consumption has become increasingly important in India because of growing environmental damage, health issues, and the need for inclusive, long-term economic growth. In the context of the national vision of Viksit Bharat by 2047, consumer behaviour towards sustainable products is vital for promoting responsible business practices and environmental sustainability. This study looks at how consumers perceive sustainable products in India, focusing on three main areas: consumer awareness, consumer perception, and consumer satisfaction. The study uses a descriptive and analytical research approach based on primary data collected from 200 respondents through a structured online questionnaire, utilizing a fivepoint Likert scale. The analysis includes tools like percentage analysis, mean score analysis, reliability testing with Cronbach’s alpha, and correlation analysis. The findings show that consumers are generally aware of sustainable products, primarily because of health concerns and environmental protection. They have a positive view of sustainable products, connecting them with environmental responsibility, ethical practices, and long-term benefits for society. The study also finds moderate to high levels of consumer satisfaction, especially regarding product quality and perceived health benefits, while price and availability are significant barriers to wider adoption. Correlation analysis shows a positive and significant link between awareness, perception, and satisfaction, suggesting that more awareness leads to a better perception and higher satisfaction. This study adds to the literature on green marketing and consumer behaviour by offering empirical evidence from India and linking consumer perceptions to the broader national development agenda. The findings provide valuable insights for businesses and policymakers to encourage sustainable consumption that aligns with the vision of Viksit Bharat by 2047.