Growing environmental concerns and increas- -ing awareness regarding infant health have significantly influenced consumer behaviour products.Consumers are gradually shifting fr- -om conventional baby products to ecofriendly alternatives such as organic cotton clothing biodegradable diapers, toxin-free skincare products, reusable feeding accessories, and environmentally safe toys. In this context, the present study examines consumers’ preference and awareness towards eco-friendly baby products in Tiruppur City, Tamil Nadu. The study aims to analyse the factors influencing consumer preference, purchase intention, and sustainable buying behaviour in the baby care segment. The research adopted descriptive and analytical research designs. Primary data were collected from 220 respondents through a structured questionnaire, while secondary data were gathered from journals, books, reports, and relevant published sources. Statistical tools such as percentage analysis, chi-square test, correlation analysis, factor analysis, and multiple regression analysis were employed to analyse the collected data. The findings reveal that environmental awareness, perceived product safety, eco-label trust, and income level positively influence consumer preference and purchase intention towards eco-friendly baby products. Among these variables, perceived product safety emerged as the strongest determinant affecting consumer buying behaviour. The study further identifies price sensitivity, limited product availability, and inadequate consumer awareness as major barriers restricting wider adoption of sustainable baby products. The results also indicate a gradual shift towards environmentally responsible consumption behaviour among urban consumers in Tiruppur City. The study contributes to the growing literature on green consumer behaviour and sustainable marketing in emerging Indian markets. The findings provide valuable implications for manufacturers, marketers, retailers, and policymakers by emphasizing the importance of affordable pricing strategies, effective awareness programmes, transparent ecolabeling systems, and improved distribution networks to encourage sustainable consumption of eco-friendly baby products.