Paper Contents
Abstract
This study explores consumer awareness and purchase behavior related to green marketing in Coimbatore City. As environmental concerns continue to shape business strategies, the integration of sustainable practices has become essential. This paper investigates the extent of consumer awareness, preferences for eco-friendly products, key motivating factors, and the challenges in adopting green marketing strategies. The research is based on primary data collected through structured questionnaires and analyzed using descriptive statistics and chi-square tests. The findings highlight that while there is growing interest in sustainable consumption, challenges such as high costs, limited availability, and consumer skepticism persist.
Copyright
Copyright © 2025 Dr.R.Sabitha. This is an open access article distributed under the Creative Commons Attribution License.
