A STUDY ON THE BUYING BEHAVIOUR OF CONSUMERS TOWARDS GREEN PRODUCTS WITH SPECIAL REFERENCE TO KERALA.

The increasing awareness of environmental concerns has led to a growing demand for green products, which are designed to minimize environmental harm, conserve natural resources, and promote sustainability. This study examines the factors influencing consumer behavior towards green products in Kerala, focusing on key determinants such as environmental awareness, social influence, price sensitivity, brand trust, and product availability. Additionally, the study analyzes the impact of demographic characteristics, including age, gender, income, education, and occupation, on consumer attitudes and purchasing decisions. A descriptive research design was employed, and data was collected from 170 respondents using a structured questionnaire. The findings reveal that while consumers exhibit a positive attitude toward green products, various barriers hinder their widespread adoption. High prices, lack of awareness, limited availability, and doubts regarding product effectiveness are identified as major challenges. The study also highlights consumer perceptions of the benefits of green products, including environmental and health advantages, but notes concerns related to cost and accessibility. The research provides valuable insights for businesses and policymakers, emphasizing the need for enhanced marketing strategies, awareness campaigns, and policy interventions to promote sustainable consumption. Strengthening certification initiatives and improving product affordability can further encourage green consumerism in Kerala. By addressing these challenges, businesses can tap into the growing green product market, ultimately contributing to long-term environmental sustainability.