EXPLORING CONSUMER PERCEPTION OF ECO-FRIENDLY PRODUCTS: A FACTOR ANALYSIS STUDY IN TIRUCHIRAPPALLI DISTRICT

This study investigates consumer perceptions toward eco-friendly products in theTiruchirappalli district of Tamil Nadu, India, with the objective of identifying key factors influencing green purchasing behavior.Utilizing primary data collected from 100 respondents, primarily graduate and postgraduate students from local colleges, the research employed a structured questionnaire based on a five-point Likert scale.The data was analyzed using factor analysis, which extracted six significant factors: Desire, Trustworthiness, Preference, Ethical Concerns, Awareness, and Social Welfare.These factors reveal that consumer interest in eco-friendly products is shaped by both intrinsic motivations and external influences such as ethical beliefs and environmental awareness.The findings highlight a generally favorable attitude toward sustainable products among educated youth, though limitations related to sample size and geographical scope suggest caution in generalizing results.The study provides valuable