IMPACT OF GREEN MARKETING PRACTICES ON CONSUMER BEHAVIOUR IN TAMILNADU

Abstract

Purpose: Green marketing has evolved as an essential method to promote ecologically friendly products and to influence consumer behaviour. The present study analyses the influence of green marketing strategies on customer behaviour in Tamil Nadu with special reference to awareness, attitudes and purchase decisions.Design / Methodology / Approach: The study used descriptive research design with primary and secondary data. The primary data were obtained by a structured questionnaire from 270 respondents with the use of stratified sampling approach from four zones of Tamil Nadu. The data has been analysed by using statistical methods like percentage analysis and five point Likert scale analysis to assess the consumer views and behaviour towards green marketing practices Findings: The results show that consumers are well aware (64%) and strongly believe (68%) that green products benefit the environment. However, this good attitude does not entirely convert into purchase activity as only 50% of respondents are prepared to buy ecofriendly products at higher prices, highlighting the influence of cost and accessibility constraints. Furthermore, eco-labeling and packaging have a moderate influence on purchase decisions (57%) and the faith in green marketing claims is quite low (46%), which testifies to consumer scepticism