A Study of ConsumersBuying Behavior in Green Marketing (KEY IJP************395)

• Dr. K. Pavithra

Abstract

Green marketing refers to the practice of promoting products or services based on their environmental benefits. This approach highlights how a product or service is eco-friendly, sustainable, or contributes to environmental conservation. Green marketing can encompass a wide range of initiatives, including the use of renewable resources, energy efficiency, sustainable packaging, and ethical production processes. It focuses not only on the environmental impact of products but also on the social responsibility of businesses toward the planet.As consumers become more aware of environmental issues such as climate change, pollution, and resource depletion, there has been a growing demand for eco-friendly products. Companies are responding by adopting green marketing strategies to attract environmentally conscious consumers and differentiate themselves in the market.