The Role and Impact of Green Marketing on Consumer Behavior in Chennai: Trends, Challenges, and Opportunities

Abstract

Green marketing refers to the promotion and sale of products and services based on their environmental benefits. It emerged in response to growing consumer concerns over global warming, pollution, and resource depletion. This paper examines the increasing role of green marketing in Chennai, India, and its impact on consumer behavior. As consumers in Chennai become more aware of the environmental footprint of their purchasing decisions, the adoption of eco-friendly products has risen. The paper highlights the strategies businesses in Chennai are adopting to integrate sustainability into their marketing practices and discusses the challenges they face in promoting environmentally conscious products. It also explores how green marketing influences consumer choices, brand perception, and loyalty in Chennai’s rapidly evolving market.