An Environmental Perspective on Female Buying Behaviour towards Eco-Friendly Ornaments in Ayodhya District, Uttar Pradesh, India

Indian women have a deep appreciation for ornaments and purchasing them has become more convenient than ever. Eco-friendly products are gaining popularity due to their sustainable nature, and ornament made from non-traditional materials holds significant economic value because of its uniqueness. The adoption of new materials not only supports sustainable living but also helps set emerging trends for the future. Consumers are increasingly drawn to alternative materials and unconventional ornament designs that align with environmental consciousness.This study aims to understand women’s buying behaviour toward eco-friendly ornaments in Ayodhya, Uttar Pradesh. Conducted at Acharya Narendra Deva University of Agriculture and Technology, Kumarganj-Ayodhya, the study involved a sample size of 240 respondents. Data were collected through personal interviews conducted offline. Each selected respondent was assessed using an interview schedule and a judgment schedule to evaluate their awareness of potential health hazards.