• Dr. V V V. Satyavathi
• Dr. Durga Prasada Rao. Jagannadaham

Abstract: Green marketing is the marketing of products that are presumed to be environmentally safe. It incorporates a broad range of activities including product modification, changes to the production process, sustainable packaging as well as modifying advertisement. Thus, green marketing refers to holistic marketing concept that production, consumption and disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implication of global warming, non-biodegradable solid waste, harmful impact of pollutants, etc. both marketers and consumers are becoming increasingly sensitive to the need for green products and services. While the shift of ‘green’ may appear to be expensive in short run, it will prove to be indispensable and advantageous in the long run. This study is necessary to identify whether the consumers in East Godavari are aware of green marketing and green products. It identifies the general environmental beliefs of consumers. It examines the factors affecting buying behaviour of consumers for green products. It focuses the reasons which make the consumers willing to pay for green products. For this purpose, primary data were collected from 150 sample respondents using a well – structured questionnaire. Tables were used to analyze the data and use Tables, simple percentages to interpret it.

Key Words: Green Marketing, Consumer Awareness and Perception, environment, Eco-friendly

"“CONSUMER AWARENESS AND PERCEPTION TOWARDS GREEN MARKETING IN EAST GODAVARI DISTRICT, ANDHRA PRADESH”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 10, page no.f58-f69, October-2023, Available :http://www.jetir.org/papers/JETIR2310509.pdf

"“CONSUMER AWARENESS AND PERCEPTION TOWARDS GREEN MARKETING IN EAST GODAVARI DISTRICT, ANDHRA PRADESH”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 10, page no. ppf58-f69, October-2023, Available at : http://www.jetir.org/papers/JETIR2310509.pdf