Awareness of Green products among Urban Residents in Coimbatore
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2015
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Consumer behavior focuses on how individuals make decisions to spend their available resources on consumption-related items. Meeting the needs of the consumer is the primary challenge that every marketer faces. Certain products were found to be harmful to the earth’s atmosphere. The products which would cause less or no damage to the environment as called green products. The study determines to find out the level of awareness on green products amongst urban residents of Coimbatore. A survey was conducted to gather the responses through interview schedule from sample respondents with the main objective is to explore the awareness of consumer towards eco-friendly products. The primary data were collected from 100 respondents who were selected based on simple random sampling method, from the customer data base of a specialty shop dealing green products in Coimbatore and telephonic interviews were conducted. The data were analyzed using descriptive statistics and chi-square test. The demographic characteristics of consumer behavior were examined and associated with their level of awareness about eco-friendly products. It was found that there is a need for green product advertising, especially the government to improve on their message delivery, information about the significance of environmental consciousness for the urban residents to respond and reflect in their buying behavior.