author(s)
Bewin Chander R, Danush Priyadharshan, Danwin Dhamodarar V, Dr. D Divya Prabha and Dr. VB Mathipurani

abstract
Sustainability is the joint responsibility of government, producers and consumers. Consumers may adopt sustainability practices in their day-to-day life by showing their preference towards eco-friendly products. The research revealed that the green consumers are environmentally conscious but exhibited restrained behaviour when it came to actual purchase of eco-friendly commodities. This situation poses high challenges to the marketers and policy makers in bridging the gap. The determinants and barriers to their eco-friendly purchase will help them overcome this issue and understand their consumers to serve them better.