• DR.S.JAYALAKSHMI
• Mrs.C.MAHESWARI

Green marketing and its importance has been gained with the growing awareness among the peopledue to the environmental issues. The consumers and the manufacturers turnedtheir attention towards the eco-friendly products “green” such asrecyclable paper and organic foods, etc. The companies started toadopt the green marketing and also they are producing greenproducts that have less harmful effects on the environment as compared to the conventional products. Nowadays the consumers are more aware about the environmental problems also theyare actively trying to reduce the impact on theenvironment by purchasing the green products. The price of the green products are higher than the conventional products. However, the consumers are ready to paya higher price for the ‘green’ products because these products provide an extra value to the customers. This research concentrate on green marketing and its impact on consumer buying behaviour.

Green Marketing, Green Products, Consumer, Buying Behaviour

"AN EMPIRICAL STUDY ON GREEN MARKETING AND ITS IMPACT ON GREEN CONSUMER BUYING BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 6, page no.c555-c567, June-2024, Available :http://www.jetir.org/papers/JETIR2406271.pdf

"AN EMPIRICAL STUDY ON GREEN MARKETING AND ITS IMPACT ON GREEN CONSUMER BUYING BEHAVIOR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 6, page no. ppc555-c567, June-2024, Available at : http://www.jetir.org/papers/JETIR2406271.pdf