Authors: Ms, P Keerthana, Kanika S, Assistant Professor Ms. C K Sruthi
Abstract: In recent years, environmental sustainability has become a significant concern for both consumers and businesses. Green marketing has emerged as an important strategy for promoting environmentally friendly products and encouraging sustainable consumption. This study examines consumer perception and preference towards green marketing practices in the purchase of select consumer durables with special reference to Coimbatore City. The primary objective of the study is to analyze the level of awareness, perception, and purchasing preference of consumers regarding green marketing initiatives related to consumer durable products such as refrigerators, washing machines, air conditioners, and televisions. The research also attempts to identify the factors influencing consumer attitudes toward eco- friendly products and the role of green marketing in shaping their buying decisions. The study is based on primary data collected from consumers in Coimbatore City through a structured questionnaire. Secondary data were obtained from journals, books, and online sources. Statistical tools such as percentage analysis, mean analysis, and chi-square tests were used to interpret the data. The findings of the study indicate that consumers are increasingly aware of environmental issues and show a positive attitude toward green marketing practices. However, factors such as price, product quality, brand reputation, and availability significantly influence their purchasing decisions. The study concludes that effective green marketing strategies can enhance consumer trust and encourage the adoption of eco-friendly consumer durables, thereby contributing to environmental sustainability.
