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Abstract
This study investigates consumer perceptions toward eco-friendly products in the Tiruchirappalli district of Tamil Nadu, India, with the objective of identifying key factors influencing green purchasing behavior. Utilizing primary data collected from 100 respondents, primarily graduate and postgraduate students from local colleges, the research employed a structured questionnaire based on a five-point Likert scale. The data was analyzed using factor analysis, which extracted six significant factors: Desire, Trustworthiness, Preference, Ethical Concerns, Awareness, and Social Welfare. These factors reveal that consumer interest in eco-friendly products is shaped by both intrinsic motivations and external influences such as ethical beliefs and environmental awareness. The findings highlight a generally favorable attitude toward sustainable products among educated youth, though limitations related to sample size and geographical scope suggest caution in generalizing results. The study provides valuable insights for marketers, policymakers, and educators aiming to promote environmentally responsible consumption and serves as a foundation for future research in similar semi-urban contexts.
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