A Study on Consumer Perception Towards Green Marketing with Reference to Pondicherry

Abstract

The history of green marketing dates back to the 1980s when green marketing was first proposed. Climate change, increased globalization and industrialization have increased interest in the green economy among business people and consumers. Recent research shows that businesses are becoming increasingly aware of their social responsibilities. They see social responsibility as a good strategy to create an image in the minds of consumers. As consumers become more concerned about the environment, consumer needs are changing and consumers are willing to have green policies or green products such as low energy consumption (energy saving), organic food, lead-free paint, recycled paper, phosphorus-free hand, etc. disinfectant., electronics, etc.) has become a major driving force. This paper aims to study the perceptions and preferences of consumers in Pondicherry regarding business green and products. Data were collected from 100 participants. Convenience sampling technique was used to select the participants. A convenient questionnaire was used to collect relevant data from the sample participants. The analyzed results show that there is a relationship between consumer awareness and marketing strategies and product research indicating that consumers are green consumers, and it has a positive impact on consumers’ purchasing behavior. .