Consumer Awareness and Perception of Green Products in Tamil ‎Nadu: An Assessment of Environmental Consciousness and ‎Marketing Strategies

  • Authors

    • C NIthya Devi Research Scholar, PG and Research Department of Commerce, Periar University, Salem -11, ‎Tamilnadu. India
    • Dr. B. Subatra Assistant Professor, PG and Research Department of Commerce, Govt. Arts College for ‎Women, Salem – 8, Tamilnadu. India
    https://doi.org/10.14419/zxzj6y85

    Received date: June 18, 2025

    Accepted date: July 14, 2025

    Published date: July 28, 2025

  • Environmental Protection; Green Product; Marketing Strategy; Green Product Awareness

  • Abstract

    As the world becomes increasingly concerned about the environment, there is a growing ‎interest in acquiring environmentally friendly products, often referred to as green products. ‎The practice of promoting products or services based on their environmental sustainability is ‎known as "green marketing." These products and services are produced or packaged in ways ‎that are environmentally responsible and eco-friendly. This study aims to assess consumer ‎awareness of green products in Tamil Nadu, India, using data collected from 200 users across ‎selected districts in the region. The survey provides valuable insights into consumer awareness ‎of green products, particularly among those willing to purchase eco-friendly goods. It was ‎found that marketers must consider strategies to translate environmental concerns into ‎environmentally conscious consumer behavior. The study's findings indicate that the majority ‎of respondents perceived green products as energy-efficient. Male respondents were found to ‎be more knowledgeable about green products and were more likely to consider them in their ‎purchasing decisions compared to female respondents. However, a significant portion of ‎respondents expressed uncertainty when comparing the prices of green products with non-‎green alternatives. Therefore, while environmental concerns are present, consumers must be ‎persuaded to purchase eco-friendly goods through effective advertising.

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  • How to Cite

    Devi, C. N. ., & Subatra , D. B. . (2025). Consumer Awareness and Perception of Green Products in Tamil ‎Nadu: An Assessment of Environmental Consciousness and ‎Marketing Strategies. International Journal of Accounting and Economics Studies, 12(3), 314-319. https://doi.org/10.14419/zxzj6y85