AStudy on the Consumer Behaviour towards Green Marketing Practices-With Special Reference to Coimbatore City

The world today is becoming highly aware of the challenges posed to the environment and the resulting problems. An optimistic step towards mitigating the effect of challenges is a shift in the consumer attitude towards a green lifestyle. As businesses have seen this change in consumer attitudes, they are trying to gain an edge in the competitive market by exploiting the potential in the green market industry by incorporating environmental friendly practices in designing, making, packaging, and marketing of products and services as part of the corporate social responsibility. As Indian marketers and consumers have started to understand the importance of green marketing and its resultant benefits, this research is mainly conducted to identify the level of awareness, perceptions, and preferences of consumers towards products that are produced and marketed the green way in Coimbatore city. The results of the study reveal an increased concern of the consumers towards the environment and the different types of environment friendly products purchased by them. The finding of the study also reveals that eco-friendly values of the consumer do not have a significant influence on their decision to purchase green products.