Consumer preferences on green marketing products in Chennai city

The customers preference and taste are dynamic in nature. The attitude towards the purchase behaviour is changing in buying green products rather than the traditional purchase. This study aims to identify and validate the factors directly responsible for consumer preferences towards green marketing products. To measure the influence of demographic variables of customers on the preferences towards green marketing products. The data were collected by the researcher by a structured questionnaire with Likert five point scale technique. It is found from the study that the consumers are highly aware of all the green marketing products available to them. The most preferred reason for the green marketing products are the health benefits, environmental issues and pollution free production. The consumers prefer the green marketing products and the sustainability for the cheap price so that they can systematically transfer from the traditional market to the green product markets.