Perception of Green Products and Its Effect on Consumer Purchase Intentions: Insights from Garhwal, Uttarakhand

Environmental awareness is reshaping consumer behavior globally. This study investigates how consumers in the Garhwal region of Uttarakhand perceive green products and how these perceptions influence their purchase intentions. Using an integrated analytical approach combining Structural Equation Modeling (SEM) and Machine Learning-based Sentiment Analysis, data from 400 respondents were analyzed. Findings reveal that environmental concern, product trust, eco-label credibility, and perceived price fairness significantly influence green purchase intentions. Moreover, sentiment polarity derived from open-ended responses reinforces the quantitative results. The study offers practical insights for marketers and policymakers to enhance sustainable consumption in hill regions like Garhwal.