GREEN MARKETING APPROACHES AND ITS IMPACT ON CONSUMER BEHAVIOUR TOWARDS ENVIRONMENT: SPECIAL REFERENCE TO SALEM, TAMIL NADU
DOI:
https://doi.org/10.7492/328ch040Keywords:
Green Marketing approaches, Consumer behaviour and Environmental valuesAbstract
An individual's attitude towards the preservation and enhancement of the environment is referred to as their environmental attitude. Regarding the relationship that now exists between attitude towards the environment and the resulting behaviour, conflicting data have been published. The impact of the media on the audience's perception of the gravity of environmental risks has received a lot of attention lately. A change in consumer behaviour has resulted from heightened awareness of the many environmental issues. The way that consumers view living a green lifestyle has changed. Individuals are making a conscious effort to lessen their environmental footprint. Though still in its early stages, this is not widely used. However, businesses and organisations have noticed this shift in consumer sentiment and are attempting to take use of the green market industry's potential in order to obtain an advantage in the cutthroat competition. The main objective of this study to examine the green marketing approaches and analyse the impact on consumer behaviour towards environmental values in Salem District. The researcher has taken sample size of 200 consumers in Salem District. In this paper convenience sampling method has been used for the selection of respondents. Both primary and secondary data were used in this research paper. Primary data is collected through a well-structured questionnaire and analysed with the statistical tools like percentage method, weighted average method and kruskal wallis test. The finding of the study showed that the majority of the respondents purchase green products because they are eco-friendly. There is a significant relationship between the demographical profile and impact on consumer behaviour on environment values.
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