Volume: 19 Issue-01 (January-June) 2024

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GREEN MARKETING: AN ANALYSIS ON CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTS

ABSTRACT

Green marketing is the marketing of products that are considered environmentally friendly. Every year the number of people turning to green products or products that protect the environment is increasing and thus exacerbating the situation. The need for sustainable business practices by companies around the world seems to be the result of increased consumer awareness of the lack of environmental protection .So businesses in almost every industry nowadays showcase the green features of the products and services of every opportunity they get. The success of any green marketing strategy is highly dependent on targeted consumers.Here an attempt is made to study consumer behaviour towards green products.

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