• Dr. T. ASOTHAI

Green revolution, going green, environmental protection, sustainable life style, sustainable development, protecting our earth and many more has become a natural phenomenon in our everyday life. Green marketing is a tool used by many companies to follow this trend. There has been a lot of literature review on green marketing over the years. This paper analyses the impact of green marketing strategies on customer satisfaction and environmental safety using comprehensive literature review. Consumers and manufacturers have directed their attention toward environment friendly products that are presumed to be “green” or environment friendly like low power consuming electrical appliances, organic foods, lead free paints recyclable paper and phosphate free detergents. Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high green value among the consumers.

Green marketing, consumer perception, green environment, sustainable life style, etc.

"CONSUMER PERCEPTION TOWARDS GREEN MARKETING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.820-825, May-2019, Available :http://www.jetir.org/papers/JETIRBP06142.pdf

"CONSUMER PERCEPTION TOWARDS GREEN MARKETING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp820-825, May-2019, Available at : http://www.jetir.org/papers/JETIRBP06142.pdf