ROLE OF SOCIAL MEDIA IN SHAPING GREEN CONSUMER BEHAVIOUR IN CHENNAI CITY

Climate change is a genuine issue that everyone on the planet is discussing. People
all throughout the world are paying a high price for environmental degradation. That is
why being ecologically responsible has become an urgent necessity. And it is highly applicable
to the manufacturing sectors all throughout the world, as well as the customers who
use such items. Governments are also doing their share to safeguard the environment by
prohibiting the use of plastics, establishing stringent limits on carbon emissions, promoting
recycling, and other ways. The purchase and use of environmentally hazardous items
is one of the most significant contributors to environmental deterioration. The current
study focuses on consumers in Tirunelveli district. A total of 109 respondents were selected
for the study The primary data was collected through questionnaire and the data was
analyzed using statistical tools like weighted average and structural equation modelling.
The major finding of the study is that the consumer’s environmental values has a positive
influence on their perception towards green products. Similarly consumer’s environmental
value has a positive influence on their green product purchase behaviour.