Consumer Awareness and Perceptions toward Eco-friendly Green Products: Evidence from Hanumangarh District, Rajasthan, India

Abstract

Any product or service that is not destructive to the environment is termed an “eco-friendly product”. Consumer preferences have changed due to the awareness of ongoing environmental issues, as a result of the expansion of greener, more suitable, and environmentally friendly products that need to be produced. Despite rising global concern for sustainability, limited research explores consumer awareness of eco-friendly green products. This study investigates the demographic profile, awareness, satisfaction, and purchasing behaviour of consumers regarding eco-friendly products in Hanumangarh district, Rajasthan, India. The sample size for this study consisted of 100 respondents, and this study used a convenience sampling method. Primary data was collected using a structured questionnaire distributed among consumers in the Hanumangarh district. Data collection tools included surveys, face-to-face interviews (where feasible) and at last through online (Google Forms/Email). The findings reveal that the region predominantly comprises well-educated, middle-income consumers—an ideal demographic for examining environmentally conscious consumerism. High awareness of green products, primarily driven by digital and social media, reflects the growing influence of modern communication in promoting sustainability. Despite this awareness, the adoption of green practices varies across product categories. Most consumers express moderate to high satisfaction with green products, especially in terms of quality and environmental impact, and are willing to recommend these products to others. The highest satisfaction was recorded in product recommendation (81%), reflecting strong word-of-mouth potential. This indicates a scope for policy or marketing interventions to make green products more accessible, especially in terms of cost-effectiveness. Although price remains a concern, it is outweighed by the perceived health and social benefits of sustainable consumption. Quality and eco-certification emerged as the most influential purchase factors, indicating a shift from cost-centric to conscious purchasing behaviour.