Authors: Dr.S.M. Yamuna, Anuprathiksha R, Dharshan D, Divya Sri D
Abstract: The increasing concern for environmental sustainability has significantly influenced consumer purchasing behaviour in recent years. Green labelling has emerged as an effective tool that provides information about the environmental attributes of products and helps consumers make responsible purchasing decisions. This study aims to assess the impact of green labelling on consumer purchase behaviour towards sustainable products. Primary data were collected from 150 respondents using a structured questionnaire. The study applies statistical tools such as percentage analysis, chi-square test, ANOVA, and ranking methods to interpret the data. The findings reveal that consumers show a moderate to high level of awareness regarding green-labelled products. Factors such as label credibility, environmental concern, and product availability positively influence purchase decisions, while price perception acts as a limiting factor.The study concludes that green labelling plays a significant role in promoting sustainable consumption and influencing consumer behaviour
