Green Minds, Green Choices: Exploring Consumer Behaviour towards Green Products

Abstract

Green products are becoming important as environmental concerns increase. This study examines consumer behaviour towards green products in Kannur District, Kerala. The study focuses on consumer awareness, perception, purchase behaviour, usage and satisfaction. It also examines the factors influencing purchase decisions and the challenges faced by consumers. Primary data were collected from 60 respondents using a structured questionnaire. Snowball sampling was used for selecting the respondents. Percentage analysis, weighted average, Mann-Whitney U test, Kruskal-Wallis test and Spearman’s rank correlation were used for data analysis. The findings show that consumers have moderate awareness of green products and have a favourable perception of green products. However, the overall use of green products is moderate. Awareness and perception do not have a significant relationship with usage or purchase behaviour. Usage has a significant positive relationship with satisfaction (ρ = 0.379, p = 0.003). Gender shows a significant difference in awareness and usage, while education does not show a significant difference. The major challenges are difficulty in comparing products (WA = 3.77), poor or inconsistent performance (WA = 3.73), and difficulty in identifying genuine green products (WA = 3.72). The study suggests better product information, clear eco-labels, wider availability and reasonable pricing to encourage consumers to choose and use green products more regularly.