Awareness Among Consumers About Green Marketing In Tanjore District

Abstract

             According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.  The movement of green marketing has been expanding rapidly in the world, no exception to India particularly in Tamilnadu. Consumers’ awareness and motivational champion are the driving force in the market, they go for green marketing. Now a day the environment has been changed and the mindset of the consumers also changed go for green marketing. When compare to other countries in India, the level of awareness is lower about the green marketing like organic food and eco friendly products ect.  The Indian consumer has much less awareness of global warming issues. Initiatives from industry and the government are still ice blue. Green is slowly and steadily becoming the symbolic color of eco-consciousness in India. The growing consumer awareness about the origin of products and the concern over impending global environmental crisis there are increasing opportunities to marketers to convince consumers. With this background data have been collected to know the level of awareness’ of the consumers in Tanjore town. For the purpose of the study both primary data and secondary data have been collected and chi square test is used for testing the hypothesis. The study reveals that there is a relationship between the educational qualification and their income level of the consumers in Tanjore town.