A study on customer preference and perception towards eco-friendly products in Chennai city

Green marketing plays an important role to promote and reinforce the idea of environmental protection and sustainable development both in the minds of the customer and the firms. Many of the companies in Chennai have now started marketing themselves as green organizations due to certain government regulations and shift in the preference of the consumers worldwide. But, not much research with respect to green marketing has been done in Chennai and there is the question about the awareness of green products among consumers. This study aims to discuss the changing attitude of consumers towards green products and their perception towards eco-friendly products.