A Study on Consumer's Perception and Purchase Intentions towards Eco-Friendly Products

The phenomenal increase in environmentalism is motivating consumers to demand the environmental friendly products. The rapid economic growth in the past years and hasty consumption pattern are leading to environmental deterioration and exploitation of natural resources worldwide including India. In recent times, consumers are more interested in food safety and health conscious and many consumers are willing to pay a premium for eco-friendly products. The findings of the study reveal that there is significant difference between socio-economic characteristics of consumers and their perception towards eco-friendly products. The results show that safety has larger and positive influence on purchase intentions of consumers for eco-friendly products followed by healthiness, quality and worthiness. This implies that consumers are enthusiastic to purchase eco-friendly products because those products are safer and good for health and have superior quality.