Abstract: The increasing concern for energy conservation and environmental sustainability has enhanced consumer interest in energy-efficient household appliances. The present study examines awareness and buying behaviour towards BEE star-labelled white goods among working women with special reference to Ramanathapuram District.
The study adopts a descriptive and analytical research design, with primary data collected from 385 working women through a structured questionnaire using a five-point Likert scale. The mean score analysis indicates a high level of awareness, with an overall mean score of 4.09, while awareness that higher BEE ratings indicate greater energy efficiency recorded the highest mean score of 4.31. The findings indicate that working women are generally aware of BEE labels, energy savings and the benefits of energy-efficient appliances, although awareness of environmental benefits and actively seeking BEE-related information requires further improvement. The study concludes that strengthening BEE awareness can encourage informed buying decisions, promote energy-efficient white goods and contribute to sustainable household consumption in Ramanathapuram District.
Keywords: BEE Star Label, Consumer Awareness, Buying Behaviour, Working Women, White Goods, Energy Efficiency, Sustainable Consumption.
Title: Awareness and Buying Behaviour Towards BEE Star-Labelled White Goods among Working Women with Special Reference to Ramanathapuram District
Author: S.Fathima Rustha, Dr.A.Jasmine
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 14, Issue 1, April 2026 - September 2026
Page No: 774-778
Research Publish Journals
Website: www.researchpublish.com
Published Date: 19-August-2026
