Özet:

The significant mean difference proves that there is positive significance in consumer awareness and perception are the main reasons for the consumption of green products. Perceptions of the consumers are determined in this research through eco-efficiency, eco-friendliness and sustainable lifestyle. The eco-Friendliness factor has a positive influence on the purchase of green products. This study investigates two concepts; one is the consumer perception towards green products and the second is a preference in the selection of green products among selected products. To predict preference and perception, variables about dimension have been predicted through a questionnaire. The selected dimensions have been put to test the significant relationship between the dependent and independent variables. A descriptive test of normality, reliability, linear regression test, and oneway ANOVA explores the consumer preference in the selection of green products among the selected products and perception of green products concerning Eco-friendliness. Data has been collected among 113 answerers in which male (64.6%) and female (35.4) participants fall in the age category of 18 to 25 years (91.2%) of age with the qualification of undergraduate (61.1%), marital status single (93.8%). These participants, who have awareness about green products (75.2%) and have a preference in the selection of recyclable products (37.2%) among the five selected green products, Ecological light bulbs (7.1%), Green Cosmetic Products (20.4%), Kitchen Utensils (20.4%) and Stationery products (15%). This study was restricted to 113 due to time and money constraints. Factors were limited to literature and various factors can be tested based on the additional review. This research contributes by validating the factors. The findings provide insights concerning product development and adoption that should be made while marketing.

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