The Role of Consumers Perception on Purchase Intention of Eco-Friendly Products

Purpose: The purpose of this study is to analyse the role of perceived trust, risk, value and packaging on eco-friendly products purchase intention, and the factors affecting consumers while taking decision towards eco-friendly products. The study explores the different variable with relevance to the demographic factors and shows that certain variables like perceived trust and perceived value of eco-friendly products have positive effect on the eco-friendly product purchase behaviour while perceived risk and perceived packaging has negative effect on purchase intention. The factors that affect the eco-friendly product purchase behaviour most were high prices, the risk of green claims, non-availability of eco-friendly products, Limited range, accessibility, not trendy and the risk of green claims. Based on the results, suggestions are provided. This study can be further extended to specifically high decision involved products to check the responsiveness of consumer eco-friendly product purchase intention. Methodology/Research Limitations: Primary data collected through questionnaire. Quantitative method was used for analysis of the data. Sample size is 115 and research findings are presented in the paper. This study examines factors that influence on consumer in decision making. Findings/Analysis/Recommendation: Survey result shows that variables like perceived trust and perceived value of eco-friendly products have positive effect on the eco-friendly product purchase behaviour while perceived risk has negative effect on purchase intention. The factors that affect the eco-friendly product purchase behaviour most were high prices, the risk of green claims, non-availability of eco-friendly products, Limited range and accessibility. Awareness should be created in consumers' mind and companies should use advertisement to position themselves as a socially responsible.