Abstract
The shift towards eco-friendly products has gained significant attention in recent years due to growing environmental concerns globally. This study investigates the attitudes of consumers towards eco-friendly products and their impact on purchase behaviour. Through a comprehensive literature review and empirical research, the study explores various factors influencing consumer attitudes including environmental consciousness, perceived product benefits, and demographic variables. Additionally, it examines the extent to which these attitudes translate into actual purchase decisions. Data was collected throughsurveys distributed among a diverse sample of consumers, and analysed using statistical methods to draw meaningful insights. The findings suggest a positive correlation between favourable attitudes towards eco-friendly products and increased purchase intent. However, the study also identifies barriersand challenges that hinder widespread adoption, such as price sensitivity and a lack of awareness. The implications of these findings for marketers and policymakers are discussed, emphasizing the need for targeted strategies to enhance consumer awareness and address barriers to adoption. Overall, this research contributes to understanding consumer behavior in the context of sustainability and provides valuable insights for promoting eco-friendly products in the marketplace.
Published Version
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