Understanding Consumer Behaviour Towards Eco-Friendly Products: A Study
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Date
2026
Journal Title
Journal ISSN
Volume Title
Publisher
ASST. PROF. MOSES PRAKASH FERNANDES
Abstract
This dissertation examines consumer behaviour towards eco-friendly products in Goa, with a focus on awareness, attitudes, influencing factors, and purchase barriers. The study used a descriptive research design and collected primary data through a structured questionnaire administered using convenience sampling. The responses were analysed using simple descriptive tools such as frequencies and percentages. The findings show that most respondents were young, educated consumers and that awareness of eco-friendly products was high. A large majority had purchased eco-friendly products, but purchases were mostly occasional rather than regular. Environmental concern emerged as the main factor influencing purchase decisions, followed by perceived product quality. At the same time, limited availability and high price were the most important barriers. Respondents showed a strong preference for eco-friendly packaging, relied mainly on eco-labels to identify products, and reported that advertisements and family/friends also influenced decisions. Overall, the study concludes that positive attitudes exist, but regular adoption depends on affordability, availability, and clear product information.