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@article{185781,
        author = {V.L.SURESHBABU and Dr.K.VISVANATHAN},
        title = {CONSUMER PERCEPTION ON GREEN MARKETING - AN EMPIRICAL STUDY IN NAMAKKAL DISTRICT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {5},
        pages = {3068-3078},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=185781},
        abstract = {Green marketing is the practice of promoting products or services that are environmentally friendly or have a positive impact on the planet. It involves incorporating sustainability principles into various aspects of marketing, such as product design, packaging, messaging, and promotion. It is the promotion of goods and services with an emphasis on environmental advantages. ‘Green marketing’ refers to various activities, including product modification, manufacturing process improvements, sustainable packaging, and changes to marketing strategies. promotional actions designed to capitalise on shifting consumer perceptions of a brand. The policies and practises of an organisation that have an impact on environmental quality and demonstrate how much it cares about the community have a more and greater influence on these changes. Today's Consumers are more knowledgeable and sensitive than ever about the goods they purchase. This is unquestionably accurate when assessing the environmental effect and ethical standards of the businesses they support. In this point of view, the researchers aimed to examine the consumer perception on green marketing in Namakkal District. Descriptive research design has been realized as the nature of study. This study has approached both primary and secondary sources. The population of this study are consumers of green marketing and the sample size has covered of 210 consumers. The necessary sample data have been collected by applying random sampling method. For measuring the perception on green marketing among selected consumers, 5 points Likert scale method has been utilized. For collecting the consumers opinion, a questionnaire has been framed and distributed to them. For this study purpose, MS-Excel software has been utilized to process the collected information and the statistical techniques namely percentage analysis, mean score, standard deviation, ANOVA, Correlation analysis and Multiple regression analysis have been done. To examine the significant difference in mean consumer perception towards green marketing with respect to selected variables of the consumers whereas they developed the null hypotheses also. This study justified that maximum level perception towards green marketing is attained by the selected consumers who belong to age group of 36-45 years, female, qualified professional degree, purchase green products in departmental store, purchasing for Rs.6001-Rs.10000 in the last year and using green products for 5-6 years.},
        keywords = {Consumer perception, green marketing, satisfaction, environmental-friendly awareness, buying behaviour, etc.},
        month = {October},
        }