[15] FACTORS AFFECTING FEMALE GREEN BUYING BEHAVIOR OF ECO-FRIENDLY HYGIENE PRODUCTS: ARTICLE INFO: Date of Submission: Sep 26, 2025, Revised: Oct 21, 2025, Accepted: Oct 30, 2025, https://doi.org/10.56815/ijmrr.v4i3.2025.184-192

J. Jay Sudha; Dr. S. Saravanan

doi:10.56815/ijmrr.v4i3.2025.184-192

Authors

J. Jay Sudha Research Scholar, PG and Research Department of Commerce, Dr. Ambedkar Government Arts College, Vyasarpadi, Chennai-600039, Tamilnadu, India
Dr. S. Saravanan Assistant professor & Research Guide, PG and Research Department of commerce, Dr. Ambedkar Government Arts College,Vyasarpadi, Chennai-600 039, Tamilnadu, India.

https://doi.org/10.56815/ijmrr.v4i3.2025.184-192

Abstract

The growing awareness of environmental issues and health concerns has led to an increase in eco-friendly hygiene products, including female hygiene products. The study explores the factors influencing of female green buying behavior, focusing on eco-friendly hygiene products. Females are more sensitive to environmental issues and showing more interested to buying eco-products, even if they need to pay higher prices. The study used Theory of Planned Behavior (TPB) to understand female green buying behavior. The study used SPSS for analysis the data (ANOVA). The study was done reliability test. The data was collected primary and secondary data. Primary data were collected from the respondents. The present study utilizes the descriptive analysis to give an account of how respondents felt about the variables and indicators that were connected to their relationship. The researcher was adopted Convenience sampling method to select the total sample size of 200 respondents. The consumers prefer green products and expect to pay affordable price only. Consumers are willing to buy eco-friendly products, but not to pay higher prices.