CONCEPTUAL MODEL FIT FOR OPPORTUNITIES, CHALLENGES AND MOTIVATIONAL FACTORS OF GREEN MARKETING WITH SPECIAL REFERENCE TO TAMILNADU BY USING STRUCTURAL EQUATION MODEL

The rising global demand for sustainable practices has brought green marketing to the forefront, particularly in environmentally conscious regions such as Tamil Nadu. This study aims to develop a conceptual model to explore the opportunities, challenges, and motivational factors influencing the adoption of green marketing in Tamil Nadu, a state known for its industrial and agricultural sectors. Using Structural Equation Modeling (SEM), the research examines the interconnected relationships between environmental awareness, consumer preferences, regulatory policies, and corporate social responsibility. The model assesses how these factors collectively impact businesses’ motivation to adopt green marketing strategies while overcoming inherent challenges. The findings offer valuable insights into the drivers of green marketing adoption and provide a comprehensive framework to support the growth of sustainable business practices. The study also addresses the specific challenges faced by businesses in Tamil Nadu, such as cost implications, market readiness, and consumer behavior shifts, while highlighting the opportunities for growth, competitive advantage, and enhanced brand reputation through green initiatives. This research is intended to serve as a reference for policymakers, marketers, and researchers interested in promoting eco-friendly practices in Tamil Nadu and similar regional markets.