Sustainable Consumption Practices and Customer Satisfaction on Green Products: Insights from Erode District

Abstract

Green products are environmentally friendly products designed to minimize negative impacts on the environment throughout their life cycle. Sustainable consumption practices refer to the responsible purchase, use, and disposal of products and services in ways that minimize environmental impact and promote long-term sustainability. Customer satisfaction on green products refers to the extent to which consumers are pleased with environmentally friendly products that meet their expectations and sustainability needs. It enhances customer loyalty, repeat purchases, and positive attitudes towards sustainable consumption. The growing environmental awareness among consumers has increased the demand for green products in Erode District. However, customer satisfaction towards these products varies due to factors such as product quality, price, availability, and eco-friendly features. Limited empirical studies have examined the level of customer satisfaction and the factors influencing it in the local context. Therefore, this study aimed to analyze customer satisfaction on green products and provide insights for promoting sustainable consumption in Erode District. A descriptive research design is adopted for the study. The study utilizes both quantitative and qualitative approaches. The quantitative data are collected through a structured questionnaire administered to a sample of 206 consumers selected from Erode District. The qualitative data are gathered through semi-structured interviews with selected consumers to gain deeper insights into their satisfaction on green products. The collected data are analyzed using statistical techniques such as percentage analysis, mean score, standard deviation, chi-square test, correlation analysis and linear regression analysis via SPSS version 27.0. The null hypotheses are developed to examine the significant relationship between selected independent variables and customer satisfaction on green products. The analysis observed that maximum level of satisfaction on green products is perceived by the consumers belong to age group of 25–35 years, professional qualification, spending above Rs.10000 in the last year, using green products for 5–6 years and perceive green products as sustainable but limited to urban areas.