An Economic Investigation of Consumer Behaviour towards Green Products and Shopping Bag Choices in Coimbatore District of Tamil Nadu

Abstract

The present study investigates consumer behavior towards green products and shopping bag choices in the Coimbatore District of Tamil Nadu, India, amidst escalating environmental concerns. The research addresses the lack of exploration into consumers' intentions to adopt pro-environmental behaviors, particularly regarding the use of reusable bags. Drawing on insights from existing literature, the study aims to examine the influence of social responsibility, environmental motivations, and economic factors on consumers' intentions to use reusable bags. A multi-method approach combining quantitative and qualitative techniques is employed, with data collected through structured questionnaires, focus group discussions, and interviews. The sample consists of 125 respondents from two taluks within the Coimbatore District, selected for their diverse population mix and proactive environmental initiatives. It reveals that variations in motivational factors among consumers, emphasizing the need for tailored strategies to promote sustainable behaviors. The study also assesses consumer awareness regarding plastic ban policies and eco-friendly alternatives, highlighting the importance of environmental motivation and social responsibility. Furthermore, multiple linear regression analysis identifies social responsibility, environmental motivation, and economic factors as significant determinants of consumers' intentions to adopt reusable bags. The study concludes with policy suggestions aimed at enhancing consumer awareness, incentivizing behavior change, strengthening regulatory measures, fostering collaborations, and providing education and training programs. By implementing these policy recommendations, participants can work towards mitigating environmental challenges and fostering a culture of responsible consumerism in the Coimbatore District, ultimately contributing to long-term sustainability and environmental conservation efforts.