Friendly Approach of Consumers Towards Use of Eco-Friendly Products in Chennai City

Abstract

“Going Green” has become the modern mantra of all businesses today. The environmental issues such as global warming, depletion of ozone layer, acid rain, degradation of land and various other environmental issues have led to customers as well as marketers concern for natural and safe environment.  This has resulted in the emergence of the new concept of Green Marketing/ Environmental Marketing in order to maintain ecological balance. However, the environmental improvements demand customers as well as marketers participation through changing of their attitude and behaviours towards environment. Purchase of eco-friendly products represents such decision to buy, consume and to recycle goods which are not used. Constant efforts are to be taken to induce customers towards purchase and use of such eco-friendly products/green products which are sustainable products designed to minimize the harmful effects on the environment. In this context, this research study has been conducted to understand the factors responsible for choosing eco-friendly products; to examine the consumption experience of the users; to identify the problems faced by the buyers/users with eco-friendly products and suggest measures to overcome it. The convenience sampling method was used to choose 120 participants for collecting primary data. The city of Chennai in Tamil Nadu has been chosen for the research. Researchers determined that environmental consciousness and positive attitudes should be instilled in customers from an early age. There is an immense need for the marketers to devise effective customer inducement strategies in order to develop a friendly approach of consumers towards the purchase...