AN EMPIRICAL STUDY ON IMPACT OF GREEN MARKETING ON CONSUMER BEHAVIOUR IN TIRUCHIRAPALLI

In order to better understand how consumers perceive green values as a result of green marketers' efforts, this study will examine how this perception affects their decision to buy sustainable, eco-friendly green products. The effectiveness of marketing campaigns to raise customer awareness of green brands in comparison to non-green items is also highlighted by this study. It also examines consumer perceptions and the impact of green marketing communication to determine how consumers are persuaded to choose green products. The survey results for consumer products and green marketing are included in the study. The questionnaire was created by the researcher based on a variety of field research studies. According to this survey, customers in Tiruchirapalli are not being given enough information on green products, even though there is a lot of room for them to be used more within consumer groups who support the environment. Effective and ecologically friendly green products should be promoted and sold through a larger use of branding and marketing, according to the research.