A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS ECO- FRIENDLY/GREEN PRODUCTS WITH SPECIAL REFERENCE TO MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

The research focuses on understanding the factors that influence consumers’ decisions to purchase eco-friendly products, including price, quality, environmental concern, and promotional strategies. It also analyses the level of awareness, willingness to pay a premium, satisfaction level, and post-purchase behaviour of consumers. The study is based on primary data collected through a structured questionnaire from respondents in Madurai City, supported by relevant secondary data sources. Statistical tools such as percentage analysis, ranking method, and Liker scale analysis were used to interpret the data.

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Keywords

Consumer Buying Behaviour, Green products, Sustainable Development, Green Consumerism, Environmental Balance.