The study has been carried out keeping in mind the following primary objectives: To understand the awareness of consumers towards green marketing. To assess the attitude of consumers towards green branding. Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Many variables were shown to drive consumer choice in regards to purchasing environmentally friendly products. Green environmental and eco-marketing are part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective. But As far as green branding is concerned the consumers strongly expressed that they are familiar with green brand and shown interest to know more about green branding. In India especially in Tamilnadu, at present situation is concerned the transition from regular marketing to green brand is difficult. In more detail green, environmental and eco-marketing belong to the group of approaches which seek to address the lack of fit between marketing as it is currently practiced and the ecological and social realities of the wider marketing environment.
Green marketing, Marketing environment, Consumers behavior, Tamilnadu, India
