International Journal on Science and Technology

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Understanding Customer Attitudes Toward Green Products: A Sustainable Marketing Perspective

Author(s) Mrs. M. Priya, Ms. P. R. Shivani
Country India
Abstract Growing environmental concerns worldwide have reshaped both consumer behaviour and corporate marketing strategies in fundamental ways. Eco-friendly products have emerged as a practical response to rising environmental degradation, offering consumers and businesses a pathway toward more responsible patterns of production and consumption. This paper examines customer attitudes toward green products through the lens of sustainable marketing, drawing on established behavioural frameworks including the Theory of Planned Behaviour and the Value-Belief-Norm model. It investigates key determinants of green purchase intentions — including environmental awareness, price sensitivity, perceived product quality, availability, brand credibility, and social influence — while also accounting for the well-documented intention–behaviour gap. Using a descriptive research design supported by primary data collected through a structured questionnaire and secondary data from peer-reviewed literature, the study maps the attitudinal landscape of consumers in urban and semi-urban contexts. Findings confirm that environmental awareness and brand trust are the strongest predictors of green purchase intention, while affordability and limited distribution remain primary barriers to actual purchase. The paper concludes with actionable recommendations for marketers and policymakers seeking to close the gap between positive environmental attitudes and sustainable purchasing behaviour.
Keywords Eco-Friendly Products, Sustainable Marketing, Consumer Behaviour, Green Purchase Intention, Environmental Awareness, Green Branding, Greenwashing, Theory of Planned Behaviour, Ethical Consumption, Intention–Behaviour Gap
Field Mathematics > Economy / Commerce
Published In Volume 17, Issue 2, April-June 2026
Published On 2026-05-16
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