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.
Devi et al. (2025) studied this question.