GREEN MARKETING: PURCHASE BEHAVIOUR OF CONSUMERS’ FOR ECO-FRIENDLY PRODUCTS IN KANYAKUMARI DISTRICT

Abstract

Environmental protection has become a key concern worldwide. It is caused by the prevailing ecological difficulties. The fundamental concept of green marketing has emerged from the point of distress developed due to ecological imbalance. The range of studies that have been included in green marketing is to design, modify, and transform products. This also includes modification in the production method, packaging process, and promotional activity to create environmental consciousness among consumers. The change in consumer preference for the eco-friendly product over a conventional product is due to environmental protection. These changes shall provide a healthy eco-friendly inclination.

In the present scenario, the focus of our society is to attain sustainable development in all aspects. This comprises of ecological well-being by virtue of socioeconomic needs through eco-friendly product for the present and future generation. Therefore, the study on purchase intention and purchase behaviour of consumer’s towards eco-friendly products plays a vital role in reducing environmental toxic and aim to reach sustainable development of the society. Researchers have investigated facets of the role of demographic variables in predicting the purchase behaviour of consumers’ towards the eco-friendly product. This study has tried to find the probable reasons for deviation from the conventional approach. This research work has attempted to introspect into the application of green marketing strategies and purchase behaviour of consumers’ for eco-friendly products