A Study on Customer Preference Towards Eco-Friendly Products With Special Reference To Coimbatore City

Environmental sustainability has become a critical global concern due to rising environmental degradation, climate change, and increasing health risks caused by pollution and excessive use of non-renewable resources. In this context, eco-friendly products have gained importance as they help reduce environmental damage while supporting sustainable and responsible consumption. The present study aims to examine consumer awareness, attitudes, and preferences towards eco-friendly products in Coimbatore city. The research adopts a descriptive research design and is based on both primary and secondary sources of data. Primary data were collected from 52 respondents through a structured questionnaire administered using Google Forms, while secondary data were gathered from books, academic journals, research articles, and reliable online sources. A non-probability convenience sampling technique was used to select respondents from different demographic backgrounds to understand varied consumer perspectives. Statistical tools such as percentage analysis, chi-square test, and average score method were employed to analyse the collected data and interpret consumer behaviour effectively. The findings reveal that while a majority of consumers are aware of eco-friendly products and their environmental benefits, this awareness does not always translate into actual purchasing behaviour. Factors such as higher prices, limited availability, doubts regarding product quality, and insufficient product information significantly influence consumer purchase decisions. Additionally, a lack of effective promotional activities and clear eco-labelling reduces consumer trust in ecofriendly products. The results of the study provide useful insights for marketers, manufacturers, and policymakers to develop effective strategies for promoting eco-friendly products and supporting sustainable development.