A Study of the Constructive Factors Influencing Green Marketing in Tamil Nadu

Suresh, G.
February 2014
IUP Journal of Marketing Management;Feb2014, Vol. 13 Issue 1, p45
Academic Journal
Green marketing in both academic and business sense is crucial to developing countries. This phenomenon has to develop its economic and social agenda. In the past two decades, the concept of green marketing has achieved an exponential growth, making imperative impact both on the market and environment across the globe. In the field of ethics and social responsibility, environmental and green marketing themes are the core areas related to environmental safety and human wellbeing. The present paper reviews the green marketing literature in various aspects, which include customer awareness, constructive factors, and parameters that would make green products more attractive to consumers. The main purpose of this study is to investigate the constructive factors on the use of green marketing products in the present situation in Tamil Nadu. A well-structured and close-ended questionnaire was used to collect the data from 100 respondents. The questionnaire consisted of four sections: demographic background; customer awareness; constructive factors on the use of green marketing; and parameters that attract the consumers. The data was analyzed using percentage analysis, factor analysis, multiple linear-regression analysis and mean score analysis. The results of the study show a bright future for green products in the present day situations.


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