Climate change is a genuine issue that everyone on the planet is discussing. People all throughout the world are paying a high price for environmental degradation. That is why being ecologically responsible has become an urgent necessity. And it is highly applicable to the manufacturing sectors all throughout the world, as well as the customers who use such items. Governments are also doing their share to safeguard the environment by prohibiting the use of plastics, establishing stringent limits on carbon emissions, promoting recycling, and other ways. The purchase and use of environmentally hazardous items is one of the most significant contributors to environmental deterioration. The current study focuses on consumers in Tirunelveli district. A total of 109 respondents were selected for the study The primary data was collected through questionnaire and the data was analyzed using statistical tools like weighted average and structural equation modelling. The major finding of the study is that the consumer’s environmental values has a positive influence on their perception towards green products. Similarly consumer’s environmental value has a positive influence on their green product purchase behaviour.

Green Product, Purchase Behaviour, Packaging and Branding