"Sustainable Products Adoption: Perceptions and Challenges Among Madurai Consumers”

Abstract

The increasing focus on environmental sustainability has significantly influenced consumer markets and purchasing behavior. Sustainable products are designed to reduce environmental impact while supporting social and economic well-being. The adoption of such products largely depends on consumer perception, awareness, and the challenges they encounter during the purchasing process.This study aims to examine the perceptions and challenges associated with sustainable product adoption among consumers in the Madurai district. The research follows a descriptive and analytical design, using primary data collected through a structured questionnaire. Key variables such as environmental awareness, perceived quality, price sensitivity, trust, and product availability are considered to understand consumer attitudes and adoption behavior towards sustainable products.