Paradigm Drift In Purchase Behaviour Towards Green Marketing Practices Study With Reference To South Tamil Nadu

Abstract

This research provided a comprehensive analysis of the drift in consumer behavior towards green marketing in South Tamil Nadu, India. It scrutinized the role of cultural, economic, and environmental factors in shaping consumers' preferences for eco-friendly products. Employing quantitative research methodologies, primarily surveys, the study meticulously gathered and analyzed data to identify the critical drivers of this change. The findings of this research were instrumental in highlighting the increasing inclination of consumers towards sustainability. These insights are pivotal for businesses and policymakers in crafting strategies that align with global sustainability objectives. The significance of this thesis lies in its detailed exploration of sustainable consumer behavior in a regional context, offering practical implications for green marketing strategies. This work contributes to the broader understanding of consumer dynamics in the context of environmental consciousness and provides a foundation for future research in the field.