MARKETING OF COIR PRODUCTS: A CONCEPTUAL STUDY

Coir, the natural fiber obtained from coconut husk, has gained renewed attention in the context of environmental sustainability and green consumerism. Recent empirical studies examine how environmental awareness and green trust influence consumers' willingness to buy coir-based products. This paper explores the marketing of coir products from a conceptual perspective. This conceptual study investigates the marketing of coir products with a focus on five key areas: the concept of green marketing, the evolution of coir product marketing, the present status of coir marketing in India, the marketing mix specific to coir products, and the challenges faced in the sector. Through secondary data analysis and literature review, this paper aims to provide a comprehensive understanding of the market dynamics and strategic recommendations to strengthen the coir industry's marketing efforts.