A Study on Consumer’s Preference Towards Green Products in Thoothukudi

Abstract

Green marketing is also termed as environmental marketing or ecological marketing. According to the American Marketing Association, “marketing of products that are presumed to be environmentally safe is called as Green Marketing”. Green or environment friendly products like low power consuming (energy-efficient) electrical appliances, organic food, lead free paints, recyclable paper, and phosphate free detergents are increasingly sold in the Indian market owing to the recent awareness about green products among consumers. The study has looked into the factors influencing consumers to buy green products. The paper presents the results of a survey of 110 consumers in Thoothukudi. The study is based on primary data collected from the respondents. Additionally, the socio-economic profile of the respondents was examined. Percentage analysis, Garrett ranking technique, Likert’s scaling technique and factor analysis were used for analysing the data. In India, green marketers have diverse and fairly sizeable segments to cater to. Therefore, green marketers must find an opportunity to enhance the performance of green products through proper campaigns.