Consumer Awareness and Buying Behaviour towards Green Products in Chennai City: An Analytical Study

Green consumerism has emerged as a defining feature of sustainable markets in developing economies. This study examines consumer awareness, attitude, and buying behaviour towards green products in Chennai City. Using an updated 2025 questionnaire reflecting post-pandemic lifestyle changes and digital consumer trends, the research identifies key determinants influencing eco-friendly purchases. Findings reveal growing environmental consciousness, digital awareness, and willingness to pay moderate premiums for sustainable products though barriers such as price sensitivity, limited trust, and accessibility persist. Policy recommendations focus on consumer education, green labelling, and stronger institutional support for green market development in urban India.