This study examines consumer behaviour toward eco-friendly products with particular emphasis on the gap between purchase intention and actual buying behaviour. The research also investigates the influence of product visibility and eco-label awareness on consumer trust and purchase decisions. A combination of descriptive and analytical research designs was adopted. Primary data were collected from 100 respondents in Kozhikode district using a structured questionnaire, and analysed using SPSS. Statistical tools including paired sample t-test, multiple regression, and Spearman correlation were employed to test the hypotheses. The findings reveal a significant gap between consumers’ intention to purchase eco-friendly products and their actual buying behaviour, indicating that positive attitudes do not always translate into action. The regression results show that product visibility, in terms of availability and display, does not significantly influence purchase behaviour. However, eco-label awareness is found to have a significant positive relationship with consumer trust and purchase decisions, highlighting the importance of credible and transparent labelling. The study concludes that trust plays a crucial role in promoting sustainable consumption. It suggests that policymakers and marketers should focus on enhancing consumer awareness and strengthening trust mechanisms to bridge the intention–behaviour gap and encourage environmentally responsible purchasing practices