A STUDY ON THE CONSUMER’S PERCEPTION TOWARDS GREEN MARKETING AND ENVIRONMENTALLY FRIENDLY PRODUCTS

Abstract

Green marketing, also known as environmental or ecological marketing is an essential strategy for businesses seeking to align with growing environmental concerns. This study explores consumer perceptions towards green marketing and environmentally friendly products. By understanding the significance of green marketing in an era marked by environmental consciousness, the study aims to shape consumer behavior and guide businesses toward sustainable practices. The scope of the study involves analyzing consumer perceptions, awareness levels, and factors influencing the purchase of environmentally friendly products. With objectives centered on identifying perceptions, examining awareness levels, assessing consumer willingness to invest in sustainable products, and pinpointing factors influencing purchase decisions, the study adopts a sample size of 50 respondents from Aluva Municipality. The research concludes that there is no significant relationship between gender and awareness levels of customers regarding green marketing. Despite this, the study suggests that businesses and governments should recognize and address consumers' environmental needs by creating quality eco-friendly products and adopting responsible packaging. This study provides valuable insights into consumer behavior, emphasizing the importance of green marketing in the current environmental landscape. It encourages businesses to adopt sustainable practices, meet consumer expectations, and contribute to a more responsible and eco-friendly future.