Gender Differences in Perceptions and Consumer Behavior towards Green Products: A Statistical Analysis of Green Marketing Influence

Abstract

Green marketing has emerged as a significant tool for businesses to promote environmentally friendly products and services, driven by increasing consumer awareness of environmental issues such as pollution and climate change. This study explores the influence of gender on consumer perceptions and behaviors towards green products in Chennai, India, focusing on the role of green marketing strategies. It examines the impact of gender on consumer perceptions of green product attributes, purchasing behaviors, and responses to green marketing practices such as eco-labeling and corporate social responsibility (CSR). The research employs a quantitative approach, using Pearson’s correlation analysis to assess relationships among various factors, and t-tests to explore gender-based differences. The findings indicate that while green marketing significantly influences consumer attitudes, there are notable gender differences in environmental awareness and eco-conscious purchasing behaviors. Women exhibit a higher preference for eco-friendly products and greater environmental consciousness than men, while no significant gender differences were observed in post-purchase experiences or brand loyalty. Despite positive attitudes towards green marketing, these do not always translate into actual purchase behaviors, highlighting the need for businesses to align their marketing strategies with the practical factors influencing consumer decision-making.