IMPACT OF GREEN MARKETING ON CONSUMER AWARENESS, TRUST, AND PREFERENCE FOR ECO-FRIENDLY PRODUCTS IN CHENNAI DISTRICT

Abstract

Purpose: This study examines how green marketing influences consumer awareness, consumer trust and preference for eco-friendly products among residents of Chennai district, Tamil Nadu, and tests whether awareness and trust transmit the effect of green marketing on preference. It also examines the role of greenwashing scepticism and demographic differences. Design/methodology: A cross-sectional survey design with a Cochran-based sample of 384 respondents stratified across four geographic zones of Chennai was adopted. A 20-item, five-point Likert instrument measured five constructs. Analysis used reliability and validity testing (Cronbach’s α, composite reliability, AVE, Fornell–Larcker, HTMT), exploratory factor analysis, multiple and hierarchical regression, bootstrapped parallel-serial mediation, moderation analysis, covariance-based structural equation modelling, Welch t-tests, ANOVA, chi-square tests, binary logistic regression and k-means segmentation. Findings (illustrative, based on simulated data): Measurement quality was satisfactory (α = .773–.846). Green marketing perception significantly raised awareness (β = .49), trust and preference. Trust was the strongest proximal predictor of preference (SEM β = .46), and the three predictors explained 33.1% of the variance in preference. Awareness and trust jointly mediated 57% of the total effect of green marketing on preference, with the serial path (green marketing → awareness → trust → preference) being significant. Greenwashing scepticism reduced trust directly but did not moderate the marketing–trust link. Eco-label recognition varied significantly by education, while awareness, trust and preference scores did not differ by gender, age, income or zone. Three consumer segments were identified. Originality/implications: The study integrates awareness, trust and greenwashing scepticism in one model for a major Indian metropolitan market and shows that credibility, rather than exposure alone, converts green marketing into preference.