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AWARENESS, TRUST, AND BARRIERS IN ECO-FRIENDLY PURCHASING: EVIDENCE FROM YOUNG CONSUMERS IN AN EMERGING ECONOMY
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Author(s):
YAMINI K. MENON
Vol - 16, Issue- 6 ,
Page(s) : 338 - 348
(2025 )
DOI : https://doi.org/10.32804/IRJMSH
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Abstract
This research investigates the influence of awareness, trust, and perceived obstacles on eco-friendly purchasing behavior among young consumers (ages 18–24) in a developing economy (N = 104). Descriptive statistics suggested favorable trends in awareness and trust
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