The Influence of Green Marketing on Consumer Behavior in Tamil Nadu: A Study

Abstract

Abstract: Environmental issues are a hot subject today as governments and societies in every country have<br> started to become more aware of green marketing issues. Here, the term "green" is indicative of purity.<br> Green means pure quality and fair or transactional only. Green marketing is one of the strategies used by<br> marketers to achieve sustainability. Green marketing is the development and sale of environmentally<br> friendly goods or services. This helps build credibility, penetrate a new audience segment, and stand out<br> from the competition as more and more people become environmentally conscious. Today's consumers<br> prefer eco-friendly products, but their purchasing decisions differ due to a lack of awareness about green<br> marketing issues as well as knowledge about eco-friendly products. This knowledge enhances the<br> knowledge of green production. Businesses need to know consumer attitudes and adapt innovative<br> marketing solutions that focus on defining their expectations and meeting their needs. Marketers also<br> realize the importance of the green marketing concept. A green marketing strategy has great power to motivate<br> both consumers and manufacturers to participate in saving the planet, and at the same time, profit from the<br> potential of eco-friendly products while satisfying their needs. Although numerous studies on green<br> marketing have been carried out around the world, very little academic research on consumer Behavior<br> has been done. This study provides a brief assessment of environmental concerns and identifies consumers'<br> green values, their level of awareness of environmental issues, as well as green environmentally friendly<br> products and practices. This article highlights the impact of green marketing on consumer Behavior using a<br> structured questionnaire.