“Green Marketing: A Study on Consumer's Attitude Towards ECO Friendly Products, in Tiruvannamalai”

Over the past few years, the demand for environment friendly products in India has been growing significantly due to the increased interest in the environment. Consumers today are increasingly “thinking green” and are willing to pay more for environmentally friendly products. Consumers have different buying attitude and these attitudes are constantly changing as a result of the availability of best alternatives to choose from. Products are chosen for numerous reasons. Overall, the buying process is extremely fast-paced today.

Hence, the present study is conducted to explore the extent of the impact of consumer's attitude towards the eco friendly products in Tiruvannamalai District. The study investigates the relationship between variables that affect consumers’ attitude for environment friendly products and identifies the price level consumers prefer to pay for environment friendly products in the district.