Consumer Preferences and Market Trends Driving the Demand for Sustainable and Eco-Friendly Products in Palakkad District of Kerala

As environmental awareness continues to rise, consumer demand for eco-friendly products has grown significantly. These products, developed using sustainable materials and processes with minimal environmental impact, are increasingly favored by environmentally conscious consumers. This study explores consumer perceptions and attitudes toward eco-friendly products, examining the factors influencing their purchasing behavior. Findings are expected to reveal that consumers often perceive eco-friendly products as beneficial to both the environment and personal health and are generally willing to pay a premium for them. However, skepticism about product effectiveness and concerns over greenwashing continue to pose challenges. Key factors shaping consumer perceptions—such as product labeling, brand reputation, and product availability—will also be analyzed. These insights aim to inform businesses and policymakers seeking to promote sustainable consumption.