Volume 2 Issue 4 | 2025 | View PDF
Paper Id:IJMSM-V2I4P103
doi: 10.71141/30485037/V2I4P103

Eco-Conscious Consumerism in Emerging Markets : A Conceptual Framework for Urban & Rural Coimbatore

K. Rajarajeswari, Dr. R. Dhivya

Citation:
K. Rajarajeswari, Dr. R. Dhivya, "Eco-Conscious Consumerism in Emerging Markets : A Conceptual Framework for Urban & Rural Coimbatore" International Journal of Multidisciplinary on Science and Management, Vol. 2, No. 4, pp. 22-30, 2025.

Abstract:
Eco-conscious consumerism is growing around the world, but its impact on buying intentions in urban and rural markets in India is not well studied. This research looks at the link between consumer trust and environmental awareness when buying eco-friendly products in urban and rural Coimbatore. Based on the Theory of Consumption Values (TCV), the study explores how affordability, availability, and trust influence this relationship, with functional, emotional, social, conditional, and epistemic values as key factors in consumer behavior. Quantitative data will be analyzed using a mixed-method approach with Structural Equation Modeling (SEM) to explore complex interactions among the variables. Qualitative insights will deepen our understanding of consumer views. The findings aim to help marketers and policymakers create sustainable consumption strategies that meet the varied needs of urban and rural consumers in developing economies. This study seeks to broaden research on sustainable consumer behavior by enhancing the theoretical framework of eco-conscious shopping and highlighting a less explored regional context.

Keywords: Eco-conscious consumerism, Urban & Rural, TCV, Coimbatore District.

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