Volume : IV, Issue : IV, April - 2014

A Study on Green Marketing and Impact of Consumerism with A Special Reference to Chennai City

Dr. A. Eugin Pathinathan Fernando

Abstract :

 This paper is an attempt to explore the consumer attitude towards the environment and green products and to investigate the relationship between attitude towards the environment and green products. The objective of the study is to understand the awareness level of the consumers on Green products in Chennai and to evaluate the customers attitudes towards the Green Products. Primary data was collected through the questionnaire from 100 respondents. Secondary data was collected from various published sources. The first section gives an over view on the importance of environmental awareness, the second section analyzes the awareness level of the consumers third section deals with the factors influencing green purchase followed by the findings of the study and conclusion. It is found that the consumers in Chennai are aware of environmental problems and green products in the market but the attitude and behavior towards the green purchase is not improved

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. A. EUGIN PATHINATHAN FERNANDO A Study on Green Marketing and Impact of Consumerism with A Special Reference to Chennai City Indian Journal of Applied Research, Vol.IV, Issue. IV

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