EXPLORING THE INFLUENCE OF GREEN TRUST AND ENVIRONMENTAL KNOWLEDGE ON CONSUMER PURCHASE INTENTIONS IN CHENNAI CITY

Green marketing is the marketing of products that are presumed to be environmentally
preferable to others. Thus green marketing incorporates a broad range of activities,
including product modification, changes to the production process, sustainable packaging,
as well as modifying advertising. The present paper reviews the green marketing literature
in various aspects, which include customer awareness, relationship between the customer
awareness and usage of green products, effect of green products and benefits of the green
products. The main purpose of this study is to investigate the factors which enhancing the
green products attractiveness to consumers in Chennai city. A well-structured and closeended
questionnaire was used to collect the data from 188 respondents. The data was
analyzed using percentage analysis, chi-square test and Friedman test. The results of the
study show a bright future for green products in the present day situations and the factors
which enhancing the green products attractiveness in consumers in Chennai city.