DETERMINANTS OF CONSUMER ATTITUDES AND PURCHASE DECISIONS FOR ECO-FRIENDLY PRODUCTS: EMPIRICAL EVIDENCE FROM LATUR DISTRICT, MAHARASHTRA

Research on customer attitudes and actions towards environmentally friendly goods is urgently needed due to the worsening state of the environment and the increasing need for sustainable development. Researchers have focused on green consumerism in cities, but little is known about how people in semi-urban parts of India feel about green goods or what they plan to buy. Finding out what makes people in the Latur District of Maharashtra think and buy eco-friendly items is the main goal of this research. A structured questionnaire was used to collect data from 400 participants, who were selected using a stratified random sample method to ensure a diverse range of socio-demographic sectors.