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VOL. 12, ISSUE 1 (2026)
Consumer perception and behavior towards Eco-friendly products (Reusable Shopping Bags) under green marketing
Authors
Raj Murugan R, Ramya R, Raviprasath A, P Vijaykumar
Abstract
Environmental sustainability has become a major concern across the
globe due to increasing plastic pollution and environmental degradation.
Consumers are gradually shifting their purchasing behavior toward
environmentally friendly products as a result of growing awareness about
environmental protection. Green marketing has emerged as an effective strategy
used by organizations to promote eco-friendly products such as reusable
shopping bags. This study examines consumer perception and behavior toward reusable
shopping bags under green marketing practices. The research focuses on consumer
awareness, attitudes, and factors influencing purchasing decisions related to
eco-friendly products. A descriptive research design was adopted and primary
data were collected from 100 respondents using a structured questionnaire. The
results indicate that environmental awareness and social responsibility
significantly influence consumer purchasing behavior. However, factors such as
price, convenience, and product availability still affect consumer adoption.
The findings highlight that effective green marketing strategies can encourage
consumers to shift toward sustainable consumption. The study suggests
increasing awareness campaigns and providing incentives for eco-friendly product
usage. Overall, the research emphasizes the importance of green marketing in
promoting environmentally responsible consumer behavior.
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Pages:249-252
How to cite this article:
Raj Murugan R, Ramya R, Raviprasath A, P Vijaykumar "Consumer perception and behavior towards Eco-friendly products (Reusable Shopping Bags) under green marketing". International Journal of Commerce and Management Research, Vol 12, Issue 1, 2026, Pages 249-252
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