A Study On Consumer Preferences Towards Sustainable and Eco-Friendly Products with Reference to Tiruppur City

This study focuses on consumer preferences towards sustainable and eco-friendly products with special reference to Tirupur city. Eco-friendly products help reduce environmental damage and support sustainable development. In recent years, consumer awareness about environmental protection has increased, which has influenced buying behaviour. The main objective of the study is to understand the level of consumer awareness and the factors that influence their preference for eco-friendly products. The study also examines the role of environmental concern in purchase decisions and the problems faced by consumers while buying such products. The research is based on primary data collected from 100 respondents using a structured questionnaire. The study uses simple percentage analysis and rank analysis to interpret the data. The findings show that most consumers are aware of eco-friendly products but their regular purchase is influenced by factors such as price, quality, availability, and brand trust. Among these factors, quality and brand trust play a major role in consumer decision-making. The study concludes that awareness about eco-friendly products is increasing, but practical factors still affect purchasing behaviour. Therefore, better awareness programs, affordable pricing, and improved availability can encourage more consumers to choose sustainable products.