• Selva Soundari M
• Dr.K.P.Balakrishnan

In India, environmental protection is the major matter of concern for both the public and the government. In the present scenario, many companies have incorporated environmental strategy which focuses on controlling pollution. The ecological behaviour of an individual is based on the social context. The development of consumer awareness about the products with their origin and an international environmental awareness has given the marketer an opportunity to facilitate the customers about the green product. The present study attempts to examine environmental factors influencing buying behaviour in which environmental factors are 1)environmental consciousness, 2) environmental knowledge, 3) environmental concern. Suitable contribution through suggestions with the summary of the results are provided for the improvement in buying eco-friendly products among consumers in Coimbatore City. Environmental unease becomes major concern due to abnormal production of non-ecological products supplied to the consumers in the market. It is felt necessary by the researcher that in order to promote the products in the market, the manufacturer should be able to make their products distinct from their competitors’ products, not only in quality but also making them eco-friendly. Hence, the present study has been carried out to examine the above enquiries and to offer suitable suggestions. The aim of the study is to examine the influence of environmental factors on consumers buying behaviour of green products in Coimbatore City. The primary data have been collected from the customers using green products in Coimbatore city. The secondary data have been collected from books, journals, magazines and from Internet sources. Specific Organic Stores from which 520 respondents were identified as green consumers. Convenient sampling method is used Tools used are descriptive statistics, correlation and regression analysis. The results of the study revealed partially significant positive relationship between the environmental factors and buying behaviour which is highly supportive in the outcome of the study is observed that the consumers liked to lead their life supporting eco friendly nature through buying green products in Coimbatore City.

Environmental (consciousness, knowledge, concern), buying behaviour, green products, etc.

"Environmental Factors Influencing Consumer Buying Behaviour Of Green Products In Coimbatore City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.107-113, March-2019, Available :http://www.jetir.org/papers/JETIR1903C15.pdf

"Environmental Factors Influencing Consumer Buying Behaviour Of Green Products In Coimbatore City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp107-113, March-2019, Available at : http://www.jetir.org/papers/JETIR1903C15.pdf