A STUDY ON CONSUMER’S AWARENESS ON GREEN MARKETING AND THEIR BUYING BEHAVIOUR TOWARDS GREEN PRODUCTS IN CHENNAI CITY
Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities including product modification, changes to the production process, sustainable packaging as well as modifying advertisement. Thus, green marketing refers to holistic marketing concept that production, consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implication of global warming, non-biodegradable solid waste, harmful impact of pollutants, etc. both marketers and consumers are becoming increasingly sensitive to the need for green products and services. While the shift of ‘green’ may appear to be expensive in short run, it will prove to be indispensable and advantageous in the long run. This study is necessary to identify whether the consumers in Chennai City are aware of green marketing and green products. It examines the factors which influences the buying behaviour of the consumers towards green products. It focuses the reasons which make the consumers willing to pay for green products. To identify the difficulties faced by the consumers.This Paper Presents primary data of 50 respondents in Chennai. The statistical tools used in the study are frequency table, one sample One- Way ANOVA and Chi-Square Test. IBM SPSS 20 was used to perform statistical analysis.