Role of Green Consumers in Environmental Protection

Abstract

Consumers generally purchase products after considering price, quality, and health aspects, whereas green consumers focus on environmental sustainability while
making purchase decisions. This study examines environmental awareness, green purchase behaviour, perceived benefits, barriers, and external influences among
consumers in Thoothukudi district, focusing on their knowledge of eco-friendly products, purchasing preferences, advantages of green consumerism, major
obstacles such as high cost and limited availability, and the role of government and social groups in promoting sustainable consumption.. The research adopted a
simple random sampling method and collected data from 174 respondents. The findings suggest that promoting green consumerism, green marketing, and green
production is essential for environmental protection and sustainable development