A Study on consumer awareness towards Green Marketing special reference to Kozhikode district in Kerala.

Abstract

This study explores consumer awareness towards Green Marketing in Kozhikode district, Kerala, with the focus on understanding the level of environmental consciousness, perception of green products and willingness to pay a premium for a eco-friendly options among consumer in the region. The research employees a mixed method approach, including surveys, focus group and interviews to gather insight into consumer behavior and attitude towards Green Marketing initiatives. Additionally the study examines local initiatives and policies promoting sustainability to provide context for understanding consumer preferences and decision making process. By shedding light on consumer awareness and preferences for green product in Kozhikode district, this research aims to contribute to the development of effective marketing strategies for promoting Eco-friendly products and fostering ecofriendly consumption practices in the region.