Author(s) :   Dr. J. Vinoth Kumar

Abstract : Green marketing is a marketing strategy that focuses on promoting products and services that are environmentally friendly. This can include products that are made from recycled materials, that are energy-efficient, or that have a low environmental impact. This study investigated the impact of green marketing practices on consumer behavior in Tiruchirappalli district, India. The study used a mixed-methods approach, including a survey and interviews with consumers. The survey collected data on consumers' awareness of green marketing practices, their purchase decisions of green consumer durable goods, and their environmental behavior. The survey was conducted online and was distributed to a sample of 256 consumers in Tiruchirappalli district. The survey discovered that customers in the Tiruchirappalli district are becoming more conscious of green marketing methods. However, there is still a lack of understanding of the benefits of green products and services. The study's findings have ramifications for firms in Tiruchirappalli district and other Indian cities considering using green marketing methods. Businesses that want to succeed in green marketing should focus on educating consumers about the benefits of green products and services, as well as ensuring that their green products and services are competitively priced.

Keywords: green marketing, consumer behavior, green marketing awareness, purchase decisions.

DOI : 10.61161/ijarcsms.v12i2.1

Pages : 01-9

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