Consumer Preference Towards Eco-Friendly Products With Reference To Green Marketing Trends In Chennai District

Abstract

This research investigates consumer preferences towards eco-friendly products and examines green marketing trends in Chennai District. The study employs a descriptive research design with a sample of 400 respondents selected through stratified random sampling. Primary data was collected through structured questionnaires, while secondary data was gathered from journals, reports, and online databases. The findings reveal that 68% of Chennai consumer’s express positive attitudes toward eco-friendly products, though only 42% regularly purchase them. The study identifies awareness, price sensitivity, availability, and trust as key factors influencing purchase decisions. Green marketing practices in Chennai are evolving, with companies increasingly adopting sustainable messaging, though significant gaps remain between consumer intention and actual buying behavior.