Day-by-day, our society is facing the problem of environmental deprivation. As a result, environmental issues such as global warming, pollution, loss of biodiversity and deforestation are taking place. This makes citizens more conscious towards environment and their health. Hence, consumers are shifting their focus towards eco-friendly products. All these forced manufacturers to modify their product. As a consequence, companies have attempted to respond to the growing environmental concern of consumers with the introduction of a variety of green products and socially responsible product offerings. The present study aims at identifying awareness among consumers about eco-friendly products. The paper also focuses on analyzing the preference and perception of customers towards purchasing of eco-friendly products. Primary data are collected through a structured questionnaire from 150 male and female customers aged between 20 and 60 years, who have been targeted in shops and malls of Bhopal city. The data were analyzed with the help of statistical tools like Mean Rank and ANOVA. The research concluded that the consumers are habituated about the environmental traits and are also aware about the eco-friendly products available in the market for various purposes. For sustainable development, customers desire and prefer to purchase eco-friendly products.