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@article{194423,
        author = {A ELIZABETH PREMA and Dr R  Devapriya,},
        title = {CONSUMERS’ AWARENESS AND EXPERIENCE TOWARDS GREEN MARKETING OF CONSUMER DURABLE PRODUCTS: EVIDENCE FROM COIMBATORE DISTRICT”},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {4623-4630},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=194423},
        abstract = {Green marketing has become an important approach for promoting environmentally responsible consumer durable products. The present study examines the level of awareness and experience of consumers towards green marketing of selected consumer durable products in Coimbatore District. Primary data were collected from 766 respondents using the convenience sampling method. The study employed Analysis of Variance (ANOVA) to analyze age-wise differences in awareness and experience towards various green marketing dimensions such as eco-labels, environmental impact, greenwashing, and sustainability. The findings reveal that age significantly influences certain aspects of green marketing awareness, while no significant difference is observed in some areas such as energy efficiency and belief in sustainability. The study emphasizes the need for targeted awareness programmes and effective communication strategies to enhance consumers’ understanding of green marketing and promote sustainable consumption.},
        keywords = {Green Marketing, Consumer Awareness, Consumer Durable Products, Age-wise Analysis, ANOVA, Environmental Sustainability, Coimbatore District.},
        month = {March},
        }