CONSUMER AWARENESS ON SUSTAINABLE AND GREEN PRODUCTS WITH SPECIAL REFERENCE TO SELECTED GREEN PRODUCT RETAIL OUTLETS IN TIRUNELVELI DISTRICT

Abstract

The global transition towards sustainable consumption has positioned green products at the forefront of consumer research, yet localised empirical evidence from Tier-II Indian retail markets remains limited. This study examines consumer awareness, satisfaction, and perceived challenges with respect to sustainable and green products available at selected retail outlets in Tirunelveli District, Tamil Nadu. A structured questionnaire survey was administered to 50 respondents selected through convenience sampling across key green product retail outlets in the district. Data were analysed using descriptive statistics, weighted average method, chi-square test, one-way ANOVA, and Pearson correlation. Findings reveal that the majority of consumers (80%) exhibit a moderate level of awareness of green products and their associated attributes, while 66% report high satisfaction with green product quality and retail experience. The most commonly purchased green product category was organic food and beverages (38%), followed by eco-friendly personal care products (30%). Perceived challenges were rated at a moderate-to-high level (50% moderate, 40% high), with premium pricing and limited product variety identified as the leading barriers. A statistically significant association was found between income level and overall green product satisfaction (F = 2.73, p = 0.042). Pearson correlation confirmed a significant positive relationship between consumer awareness level and willingness to pay a price premium (r = 0.312, p = 0.027). The study contributes original empirical evidence on green consumption patterns in Tirunelveli and provides actionable recommendations for retailers, policy-makers, and sustainability advocates.