A STUDY OF CONSUMER BEHAVIOUR IN GREEN MARKETING

Author

Dr. M. Mahesh Kumar, PRAGATHEESH L.N


Abstract

 In the modern industrial era, green marketing has emerged as a pivotal business strategy driven by rising environmental consciousness. This study explores consumer behaviour in the context of green marketing, focusing on awareness, perception, buying motivations, and trust in environmental claims. Data was collected from 150 respondents using a structured questionnaire and analysed through percentage analysis. The findings reveal that the majority of respondents are aware of green marketing, with social media being the primary information source. Most consumers demonstrate a positive attitude toward eco-friendly products, are willing to pay a price premium, and factor in environmental attributes during purchase decisions. However, a moderate trust gap exists regarding environmental claims and greenwashing practices. The study concludes that businesses must prioritise transparency, credibility, and affordability to effectively leverage green marketing in a competitive marketplace.



Keywords

Green Marketing, Consumer Behaviour, Eco-Friendly Products, Sustainability, Greenwashing, Purchase Intention.



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