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As we have witnessed a trend in the recent past years, the consumer is becoming more aware and serious to consume eco–friendly products. The success story of LED Bulb product shows a clear-cut evidence for this. Not only this product but many more technologies are being developed by the companies to maintain its customers. One thing is more important here to mention that the companies is not doing it willingly but it have been forced due to increasing awareness among consumers for Eco–Friendly / Sustainable products which creates a new segment of business. Due to growing importance of eco–friendly products it becomes crucial to study the perception of consumer with respect to sustainable products.

Consumers’ perception towards sustainable consumption in eastern u.p.: a comparative study of varanasi and allahabad districts