A Study of Consumer Behavior Towards Green Products in Ludhiana: A Behavioral Perspective

The growing global emphasis on sustainability and environmental responsibility has led to a significant shift in consumer preferences toward green products. This study aims to explore and compare consumer attitudes toward eco-friendly products across different demographic and geographic segments within the Ludhiana region. The research investigates key factors influencing consumer behavior, including environmental awareness, perceived product effectiveness, price sensitivity, and trust in green labeling. By employing a structured questionnaire and analyzing responses through statistical tools, the study highlights variations in consumer attitudes based on age, income, education, and locality. Furthermore, the research examines barriers to green product adoption, such as limited availability, higher costs, and skepticism toward green claims. The findings provide valuable insights for marketers, retailers, and policymakers seeking to promote sustainable consumption in urbanizing Tier-2 cities like Ludhiana. The study also suggests strategies to enhance consumer engagement and trust in green products, paving the way for more responsible consumerism at the local level. Ultimately, this research contributes to a better understanding of how localized factors shape the green buying behavior, offering a roadmap for businesses to tailor their marketing and product development efforts effectively.