CONSUMER BEHAVIOUR TOWARDS GREEN MARKETING

The green movement has been expanding rapidly in the world. With regards to this consumers are taking responsibility and doing the right things. Consumer awareness and motivation continue to drive change in the market place, notably through the introduction of more eco-friendly products. The various review of literature shows that so many studies were conducted to examine the perception and preferences of consumers towards Green Marketing. Only few studies were conducted in Kerala to identify perception of Green Marketing among common people. Most of the studies on Green Marketing were focused on other states except Kerala. This study is also essential as it helps to know the various factors that inuence the consumer persuasion to buy green products.