International Journal of Agriculture Extension and Social Development

author(s)
Dr. Kavita Dua

abstract
Consumer awareness of green products is essential for fostering sustainable consumption patterns and advancing environmental conservation efforts. This document underscores the impact of prevalent environmental issues like climate change, pollution and resource depletion on consumer behavior. The study was conducted in the Hisar and Mahendergarh districts of Haryana state during 2021-22, aiming to assess awareness about green products and the usage/non-usage patterns among rural women. Sampling involved selecting Block I and Block II in Hisar and Mahendergarh district specifically targeting the villages of Dabra & Neoli Kalan, and Bawania & Dewas resulting in a sample size of 100 rural women from each district. The analysis of personal and socio-economic profiles revealed key trends: 48% of rural women in Hisar and 56% in Mahendergarh fall within the 27-33 age brackets. Educational attainment varies, with 48% in Hisar having completed graduation or post-graduation compared to 20% in Mahendergarh. Majority of women in both districts (61% in Hisar, 76% in Mahendergarh) are homemakers, with smaller proportions engaged in farming. Nuclear family structures are prevalent, with 66% in Hisar and 52% in Mahendergarh residing in nuclear families. Mass media exposure is notable, with television and social media being primary sources. However, awareness of green products remains low, with only 22% in Hisar and 14% in Mahendergarh considering them while shopping. Despite this, 26% of respondents in Hisar and 17% in Mahendergarh express a favorable attitude towards green products, indicating a latent desire among rural women to contribute to environmental conservation. However, there is a need for increased awareness and education on green products, with marketers playing a crucial role in promoting sustainable consumption practices.