( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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AWARENESS, TRUST, AND BARRIERS IN ECO-FRIENDLY PURCHASING: EVIDENCE FROM YOUNG CONSUMERS IN AN EMERGING ECONOMY

    1 Author(s):  YAMINI K. MENON

Vol -  16, Issue- 6 ,         Page(s) : 338 - 348  (2025 ) DOI : https://doi.org/10.32804/IRJMSH

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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