Role Of Demographic And Psychographic Factors In Green Product Adoption: Evidence From Thoothukudi District, Tamil Nadu, India

Abstract

The increasing demand for environmentally sustainable products has led to a growing interest in understanding the factors that drive consumer adoption of green products. This study explores the role of demographic and psychographic factors in influencing consumer preferences for green products in Thoothukudi District. A survey of 400 consumers was conducted, and the data was analyzed using descriptive statistics, chi-square tests, and regression analysis. The findings indicate that income and education significantly impact green product adoption, while psychographic factors such as environmental values, health consciousness, and social responsibility play a crucial role in shaping consumer behavior. Regression analysis reveals that environmental values are the strongest predictor of green product adoption, followed by health consciousness and income levels. Despite a growing inclination toward sustainable consumption, barriers such as high prices, limited availability, and lack of awareness hinder widespread adoption. The study highlights the need for affordable, accessible, and well-marketed green products to enhance consumer engagement with sustainable alternatives.