A STUDY ON THE PERCEPTION OF CONSUMER TOWARDS ECO-FRIENDLY HOUSEHOLD PRODUCTS
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Abstract
This study investigates consumer perceptions of eco-friendly household products in the Delhi NCR region, focusing on the factors influencing their purchasing decisions. With growing concerns about environmental sustainability, understanding consumer behavior toward eco-friendly alternatives has become crucial. A structured questionnaire was administered to 250 respondents, gathering primary data on various aspects such as environmental awareness, willingness to pay a premium for eco-friendly products, trust in eco-certifications, and perceptions of product effectiveness. Descriptive statistics reveal that while consumers exhibit strong awareness of the environmental impact of household products, their willingness to pay more for eco-friendly alternatives is relatively low. Price sensitivity and skepticism regarding the performance of eco-friendly products emerge as significant barriers to adoption. Additionally, a chi-square analysis indicates no significant association between consumer awareness and willingness to pay more for eco-friendly products, suggesting that other factors, such as product quality and availability, play a more prominent role. The study highlights the importance of addressing issues like product efficacy, affordability, and trust in certifications to increase the uptake of eco-friendly household products. Marketers and manufacturers are encouraged to focus on improving product accessibility, transparency in marketing, and consumer education to overcome these barriers. This research contributes valuable insights into the growing eco-friendly market and offers recommendations for businesses and policymakers aiming to promote sustainable consumer behavior.
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