Factors Influencing Consumer Purchase Intention Towards Eco-Friendly Products in Tiruchirappalli

Abstract

With rising concerns over the environmental challenges of climate change, pollution and depletion of resources, the need to promote sustainable consumption has become increasingly important. This research explores the impact of environmental awareness on the intention to purchase eco-friendly products among consumers within the Tiruchirappalli district, with attitude toward eco-friendly products acting as a mediating factor. The sample consisted of 560 respondents and Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the gathered data. The results indicated that environmental awareness has a significant effect on both attitude and intention to purchase, with attitude partially mediating between environmental awareness and intention to purchase. Based upon these findings, it is evident that consumers will be more likely to purchase eco-friendly products as long as they have knowledge regarding environmental issues as well as developing a positive attitude towards sustainable alternatives. This study provides theoretical support for the Theory of Planned Behaviour in relation to eco-friendly consumption and the practical implications for marketers and policymakers who wish to encourage sustainable consumer habits. Future research could be carried out to examine additional influences on eco-friendly consumption patterns, such as social norms, price sensitivity, and cross-regional differences.