A Study on Consumer Behaviour Towards Green Marketing in Trivandrum City

In today’s environmentally conscious world the word “Green” has become a buzz word. Environmental issue is a main concern nowadays as almost every country’s government and society has started to be more aware about these issues. This leads to a trend of green marketing used by the firm as one of the strategies in order to gain profit and protect the environment. This paper will be discussing the customer’s awareness and knowledge towards green marketing and green products. The customers’ attitude towards buying green products also studied. For the purpose of study convenient sampling survey will be carrying out among 100 respondents in Trivandrum city with the help of questionnaire.