CONSUMERS’ ATTITUDE TOWARDS GREEN PRODUCTS

  • NISHA C A et al.

Abstract

Environmental protection is a practice of protecting the natural environment on individual, organizational or governmental levels, for the environment and humans.  The increase of environmentalism has dominated the world; there has been a raise in consumer concern with regards to the protection of the environment and the demand for the green products. Hence, most firms have begun to use the green marketing and green product development strategies.  This can preserve the environment while satisfying consumers preferences in order to make long term benefits in businesses.  The study was carried out in Kanniyakumari district of Tamil Nadu.  The paper aims at to analyse the pro-Environmental concern and green buying behaviour and to evaluate the efforts taken to safeguard the environment by the consumers in the study area.  The awareness level on the usage of green products among the people is limited.  There is a need to educate the people on identifying the green attributes of products they use.  This favourable attitude of the customers towards the green products will certainly protect the environment for future generation.

Published
2019-11-21
Section
Articles