ZENITH International Journal of Multidisciplinary Research

Over the last decade, the environmental issues like pollution, climate changes, global warming, etc., has been increasing along with the concern for environment has also been increasing. Consequently, everyone in the country started considering environment protection as an important aspect in his or her purchasing decisions of products. The consumers are now purchasing Green Products, which are safer for human health and protect environment and animal welfare. Many studies and literature about Consumer Behaviour towards Green Products and Green Marketing. However, very few studies were conducted to analyse the post purchase behavior towards Green Convenience Products in Chennai. The purpose of the study is explore the Perception, Customer Satisfaction and their impact on Post Purchase Behaviour towards Green Convenience Products in Chennai. Based on a Sample of 200 Consumers in Chennai district, descriptive and inferential analysis are carried out. Independent Sample “t” Test, Correlation and Multiple Regression are used to test the hypotheses and analyse the influence of Perception on Green Products on Customer Satisfaction and Post Purchase Behaviour. The study reveals that demographic variables have impact on perception, satisfaction and post purchase behavior towards Green Products. There is a strong positive relationship between Perception and Customer Satisfaction and Post Purchase Behaviour towards Green Products. Based on the results, the study suggests that the Government, Policy makers and Management of Organisations should take proactive steps to create more awareness about the green products among the consumers and formulate suitable strategies to improve the marketing practices for the green products. This would increase the customer satisfaction that leads to positive post purchase behavior of consumers towards Green Products.