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Environmental concerns are no longer unfamiliar in the over populated country like India. It is been decades, since when the government, firms and companies including stakeholders are making efforts for constant and sustainable development in the economy with minimum deterioration of environment. Environmental degradation, climate change and global warming are such issues that induced concern related to environment protection among the producers and consumers as well. The aim of this paper is to understand the purchasing behaviour of the consumers for eco-friendly products and what are the factors that affect the buying intention for such products. The study was conducted in Uttar Pradesh region of north-western part of India and data was collected using well-structured questionnaire among 230 respondents using convenient sampling out of which the results of 198 questionnaires were used for …