Consumer Awareness of Green Marketing Practices and Eco-Friendly Products: A Study with Reference to Chennai District
D.Jeevitha1*, Dr. K. Manikandan, Ph.D2
Abstract
Green marketing is increasingly recognized as a vital tool for sustainable development, especially as pollution levels continue to rise, threatening the long-term well-being of human life. Beyond being a mere promotional strategy, green marketing plays an important role in raising awareness about environmental pollution. It educates people about their impact on the environment and encourages responsible behavior. Green products are generally healthier because they do not harm human health or the environment. Through green marketing, consumers come to understand that green products are superior to conventional alternatives. This approach promotes socially and environmentally friendly practices. However, green marketing also faces certain challenges. This study aims to identify those issues, as existing research in this area is relatively limited. By addressing these challenges, the study will contribute to the development and improvement of green marketing strategies, ultimately supporting environmental protection.
Keywords:
Green Marketing, Consumer Awareness, Eco-friendly Products, Environmental Sustainability, Green Consumer Behavior
