An empirical study on Green values of consumers, their level of awareness about environmental issues, green products and practices carried out in Tiruchirappalli district

This study aims to propose of environmental issues and identifies the green values of the consumers, their level of awareness about environmental issues,green products and practices. At present, concerns have been expressed by manufacturers and customers about the environmental impact of products. Consumers and manufacturers have directed theirattention toward environment friendly products that are presumed to be “green” orenvironment friendly like low power consuming (energyefficient) electrical appliances, organic foods, lead free paints, recyclable paper, and phosphate free detergents. Marketers in Tiruchirappalli are also realizing the importance of the green marketing concept. Although a variety of research on green marketing has been conducted across the globe; little academic research on consumer perception and preferences has been carried out in India.

To test the proposed model empirically, personal surveys of consumers purchasing green valued products using a structured questionnaire. A study was conducted among 300 respondents.

This research deals with the aspects of consumers perceptionbetween the variables of interest, without considering other antecedents and consequences. Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high green value among the consumers. This study recognizes the need for in-depth research into the enhancement of consumers perception and preferences towards green marketing products.

From a practical point of viewthat overall green values, awareness about green products and practices and the perception regarding seriousness of marketing companies towards green marketing had positive significant impact on consumer persuasion to buy and prefer green products over conventional products. At the same time, green marketing practices and products by companies in a green context should create effective strategies to improve their image.

Apart from that, the main contribution of this paper is its exploration of the influence of green values of consumers and green overall image on green marketing practices in s setting following the framework of the hierarchy of effects. By complementing previous studies on consumer perception and preferences in the environmental context and exploring the relationships among these constructs, this study offers an assessment of how green marketing strategies in the consumer persuasion to buy and prefer green products over conventional products.