Green Marketing: A Study of Consumers Attitude towards Eco-Friendly Products in Thiruvallur District

Abstract

The word green marketing refers to environmentally friendly or eco-friendly products that are no harm to our earth. This paper is explaining consumer attitude towards green marketing, and their buying behavior about green products in the Thiruvallur District. To study the awareness of consumers, willingness of the consumers to pay more for green products, and analyze the relationship between gender, education, and income with an awareness of green products.272 Data has been collected through online by distributing the structured questionnaire. The questionnaire was specifically structured for the aim of the present research and included three sections in total. The first part included 6 questions about the profile of the public, such as gender, age, educational qualification, occupation, annual income, marital status, and family pattern. Second section deals with the awareness of green marketing products. The third section addresses the buying behavior based on green marketing products. The collected data have tested with SPSS. Demographic profiles and awareness about green marketing systems have been analyzed through percentage analysis and chi-square tests. Also examines consumer’s awareness, preference, buying behavior about green products, and also perception about green marketing products.