Volume : 10, Issue : 3, MAR 2024

OPPORTUNITY GENERATION AND EARLY BUSINESS DEVELOPMENT RESEARCHED BY STUDENTS PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE, MADURAI

A STUDY ON ATTITUDE OF PEOPLE TOWARDS GREEN PRODUCTS

AADHITYAN. K, RATHISH RAHUL. R, DR. S. MANJULA

Abstract

The consumer attitude towards green products has become a significant area of study in contemporary marketing research, driven by increasing environmental concerns and sustainability initiatives. This paper examines the various factors influencing consumer attitudes towards green products, including environmental consciousness, perceived product quality, pricing, and socio-demographic variables. Through a comprehensive literature review, this study provides insights into the motivations and barriers shaping consumer behavior towards green products. Understanding these attitudes is crucial for marketers to develop effective strategies for promoting and encouraging sustainable consumption patterns. Additionally, this research underscores the need for further investigation into the evolving dynamics of consumer attitudes in the context of environmental sustainability.

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