A Study on the Impact of Various Factors Affecting Consumer Buying Behaviour Towards Eco-Friendly Products in Ahmedabad

The growing environmental concerns and increasing awareness regarding sustainable living have significantly influenced consumer preferences towards eco-friendly products. The present study aims to identify and analyse the various factors influencing consumer buying behaviour towards eco-friendly products and to examine the association between demographic variables and these influencing factors. The study is based on primary data collected from 197 consumers from Ahmedabad city belonging to different demographic backgrounds such as age, gender, education, occupation, and income level. The study focuses on understanding consumer awareness, attitudes, preferences, and purchasing decisions regarding eco-friendly products. Statistical tools such as One Sample t-test and Chi-square test have been used for data analysis and hypothesis testing. The findings of the study reveal that factors such as environmental awareness, product quality, health safety, and availability of eco-friendly products significantly influence consumer buying behaviour. The study also identifies associations between demographic variables and consumer perceptions towards eco-friendly products. The research highlights the growing importance of sustainable consumption and provides useful insights for marketers, businesses, and policymakers to promote eco-friendly products and encourage environmentally responsible consumer behaviour in Ahmedabad city.