Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CONSUMER PERCEPTION TOWARDS GREENMARKETING IN MADURAI CITY

S.SARANYA, N.SOWMIYA

Abstract

In current business scenario environmental issues plays an important role in business. In most of the country’s government is concerned about the environmental problems. In today's business environmentally sustainable development has become a key issue.Green Marketing refers to the process of selling products and services based on their environmental benefits. Such a product or service should be eco-friendly in itself or product modification, changes to the production process, sustainable packaging, as well as modifying advertising. The present paper reviews the green marketing literature in various aspects, which include customer awareness, relationship between the customer awareness and usage of green products, effect of green products and benefits of the green products.Green Marketing has been defined by AMA as "The study of the positive and negative aspects of marketing activities on pollution, energy depletion and non-energy resource depletion". The study tries to analyse the awareness and willingness of the consumer to buy green products. However, one of the basic assumptions of green marketing is that potential consumers would be willing to pay more for a "green" product. For the study well-structured and close-ended questionnaire was used to collect the data from 114 respondents. The data was analysed using percentage analysis, chi-square test and Friedman test. The results of the study show a bright future for green products in the present-day situations and the factors which enhancing the green products attractiveness in consumers.

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