Factors Influencing Buying Behavior of Green Marketing Products in Coimbatore

Abstract

Green marketing holds significant importance as it addresses the growing consumer demand for environmentally responsible products, reducing ecological impacts through sustainable practices. It promotes awareness of eco-friendly options, encouraging both companies and consumers to make choices that benefit the environment. By integrating environmental values into marketing, businesses can build trust and loyalty with environmentally conscious customers. Green marketing also fosters innovation, as companies seek sustainable materials and processes, leading to competitive advantage. Ultimately, it supports global sustainability goals by reducing resource consumption and waste, making it essential for long-term ecological health and business success. This study explores the factors influencing consumer preference and buying behavior for green products in Coimbatore, where rising environmental awareness is driving demand for sustainable options. Focusing on elements such as environmental knowledge, perceived value, product quality, and brand image, the research assesses how these factors shape consumer decisions. Demographic aspects like age, income, and education level also significantly impact preferences for eco-friendly products. Despite the willingness to support green alternatives, challenges such as limited product availability and higher prices often hinder consumer adoption. The findings provide insights to help businesses and policymakers enhance green product accessibility, aligning with the growing demand for sustainable consumption in Coimbatore.