• P.PADMA
• CHI.NANJAPPA

Abstract In recent years, the term green marketing has become widespread due to the development of technologies and industrial activities that affect the environment. Green is the word of the day, and “green marketing” and “green products” are the future for today's manufacturers and marketers. Green marketing means selling products based on their environmental benefits and can be environmentally friendly. It is also called environmental marketing. India, one of the countries with the highest biodiversity, is under threat today. With only 2.4% of the world's land area, India accounts for 7-8% of the world's vegetable and animal spices, ecosystems and genetic resources, combining traditional transformation with a sustainable future. While today's conventional farming systems can produce more in the short term, they are mostly not sustainable in the long term nor do they guarantee safe food. The method is insufficient to disadvantage communities and is therefore not a sustainable solution for many people suffering from food insecurity. Organic or green products have the potential to produce enough high quality food. Green marketing also pays close attention to industrial ecology and environmental sustainability issues such as extended manufacturer responsibility, life cycle analysis, material use, resource flow and eco-efficiency. In general, terms such as phosphate-free, recyclable, ozone-friendly, and eco-friendly are some of the terms that consumers most often associate with green or organic products. Demand for eco-friendly products is growing significantly in India. Today's consumers are becoming more and more environmentally conscious and willing to pay more for environmentally friendly products. Consumer buying behavior is constantly changing as the best options become available. Products are selected for many reasons. Overall, today's buying process is very fast-paced. Therefore, the present study is conducted to examine the degree of influence of consumer purchasing behavior on the marketing of green products in Karur district.

Key words: Buying Behaviour, Green Products, Environmental Awareness

"AN ANALYSIS OF CONSUMERS’ BUYING BEHAVIOR TOWARDS GREEN PRODUCTS IN KARUR DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 11, page no.c438-c451, November-2022, Available :http://www.jetir.org/papers/JETIR2211247.pdf

"AN ANALYSIS OF CONSUMERS’ BUYING BEHAVIOR TOWARDS GREEN PRODUCTS IN KARUR DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 11, page no. ppc438-c451, November-2022, Available at : http://www.jetir.org/papers/JETIR2211247.pdf