GREEN MARKETING AND THE PERCEIVED SATISFACTION OF CONSUMERS IN COIMBATORE CITY OF TAMILNADU, INDIA

Abstract

Global environmental consciousnesses alongside sustainable development, recycling, ecology have become buzzword for a healthy life style. As society becomes more concerned with the natural environment, businesses have begun to modify their practices in an attempt to address society's new concerns in the name of green marketing.  Recently green marketing has drawn the attention of government too in this regard and paved the way for introducing many environment friendly policies. Today, manufacturers are challenged with three cardinal issues which include electricity consumption efficiency, curbing greenhouse gas emissions and reducing disposal hazards.  The present study has been made in the purview of examining into the consumers’ intuition over the sustaining green marketing practices and elastic consumer preferences. Valuable suggestions based on analysis at the end would surely effective for the learners and the budding scholars and whoever in need.