Consumer Perception towards the Green Marketing: A Study with Special Reference to Chennai City

Abstract

Green marketing is the marketing of products that are presumed to be environmentally preferable to others. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, sustainable packaging, as well as modifying advertising. The present paper reviews the green marketing literature in various aspects, which include customer awareness, relationship between the customer awareness and usage of green products, effect of green products and benefits of the green products. The main purpose of this study is to investigate the factors which enhancing the green products attractiveness to consumers in Chennai city. A well-structured and close-ended questionnaire was used to collect the data from 188 respondents. The data was analyzed using percentage analysis, chi-square test and Friedman test. The results of the study show a bright future for green products in the present day situations and the factors which enhancing the green products attractiveness in consumers in Chennai city.