FACTORS SHAPING GREEN PRODUCT ADOPTION IN CHENNAI: A STUDY ON PRICE SENSITIVITY, SOCIAL RESPONSIBILITY, AND ENVIRONMENTAL AWARENESS

The aim of the study that consumer attitude towards green products relates to its health aspects. Green marketing is
the marketing of products that are presumed to be environmental preferable to others. Thus, green marketing in incorporates
a broad range of activities, including product modification changes to the production process. Sustainable packaging, as well
as modifying advertisement. The present study shows that consumers are having more conscious about health so they are
willing to purchase the green products. The research findings of this study implies that should environmental consciousness,
product quality, no preservatives, health conscious and price of green products will make consumers will be more likely to
have purchase behaviour of green products. The present paper review the green marketing literature in various aspects which
include customer awareness relationship between the consumer awareness end usage of green products, effect of the green
product and benefit of the green products. The main purpose of this study is to investigate the factor which enhancing the green product attractiveness consumer in Chennai city. It’s a attractive business to the customers. In the Chennai city. Consumers in Chennai are highly concerned about the environment should be the first target segment for green product
marketers.