• Honey S Nair
• Reny Simon

Abstract: Green fashion that is designed to be environment friendly and is a part of the larger trend of sustainable design where a product is created and produced with consideration to the environmental and social impact it may have throughout its total life span, including its carbon footprint. The main objective of this research was to investigate the consumer buying behaviour towards green products. The purpose of this study is to measure the involvement of teenagers and youth consumers selected in Thrissur city, Kerala. The research tries to explore the relationship between the demographics characteristics and the green product consuming. The research focuses on green products because it is closely related to daily life, having so many functions in consumer’s lives. The sample size for the study chosen was 300. Samples were selected from schools, colleges, IT companies, government organisations and business establishments in Thrissur city, Kerala. The study shows below 35 years old customers tend to perform higher involvement.

Key words: Green products, purchasing behaviour, demographic characteristics, eco-fashion

"To study the consumer buying behaviour towards green products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.53-65, August-2018, Available :http://www.jetir.org/papers/JETIR1808757.pdf

"To study the consumer buying behaviour towards green products", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp53-65, August-2018, Available at : http://www.jetir.org/papers/JETIR1808757.pdf