Authors: Ms. B. Shahana Varshini, Ms. Mary Ann Fernandez
Abstract: Green marketing is an important approach for promoting sustainable business practices and responsible buying behaviour. The study aims to examine the impact of green marketing on consumer preference towards sustainable food products in Madurai city. The study is based on primary data collected from 100 respondents. The findings indicate that consumers show a positive perception towards green marketing, with affordable pricing and awareness of green marketing practices act as an important aspect. The study suggests that transparent, affordable and effective green marketing practices to improve consumer trust and acceptance towards the purchase of sustainable food products.
DOI: http://doi.org/10.5281/zenodo.22640414
