• Mrs. UMA DEVI
• Ms. SHIRISHA B

The ecological and environmental issues take precedence. one of the elements that contributed to the growth of green marketing The promotion of ecologically friendly products is known as "green marketing," according to the American Marketing Association. Thus, green marketing encompasses a wide variety of actions such as product modification, manufacturing process modification, packaging adaptation, and advertising modification. Given the growing awareness of the effects of global warming, non-biodegradable solid waste, the harmful effects of pollution, and other environmental issues, green marketing refers to a holistic marketing concept in which product marketing, consumption, and disposal of Items and offerings occur in an environmentally friendly manner. Both marketers and customers are become more conscious of green products Despite the fact that a lot was spoken, about green marketing in the 1970s, The idea did delay till later 1980s. It all started in Europe in the early 1980s, when it was discovered that some manufactured items were damaging the environment. The procedure was divided into three sections. evolution utilizing eco-friendly branding since then. When the concept underlying ecological advertising was initially addressed During the late 1980s, it was still in its early stages. In the beginning utilizing eco-friendly branding an ecological focus was used. All marketing campaigns attempted to provide Sustainability problems issues.

Green marketing, customer preference, Eco friendly products.

"AN EXPLORATORY STUDY ON GREEN MARKETING- ANALYSING CUSTOMER PREFERENCES AT BALLARI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 1, page no.59-81, January-2024, Available :http://www.jetir.org/papers/JETIRGB06011.pdf

"AN EXPLORATORY STUDY ON GREEN MARKETING- ANALYSING CUSTOMER PREFERENCES AT BALLARI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 1, page no. pp59-81, January-2024, Available at : http://www.jetir.org/papers/JETIRGB06011.pdf