Green Marketing Practices and Sustainable Consumer Buying Behaviour with Special Reference to Retail Customers in Coimbatore District

Abstract

The increasing concern for environmental sustainability has had a significant impact on how businesses develop and implement their marketing strategies. Green marketing tactics, which emphasize eco-friendly products, sustainable packaging, eco-friendly production practices and open environmental information, have become increasingly important in order to meet customer expectations and encourage sustainable development. Simultaneously customers are increasingly considering social and environmental impacts when making purchasing decisions. Understanding the relationship between green marketing strategies and sustainable consumer purchasing behavior is critical for stores hoping to ensure long-term competitiveness and customer loyalty. The study uses a descriptive research design and a quantitative research methodology. A structured questionnaire will be used to gather primary data from retail customers who have been chosen using a suitable sampling technique. Consumer opinions of green marketing strategies, environmental consciousness, purchase intentions and sustainable purchasing practices are all measured by the questionnaire. To investigate the relationship between the study variables, SPSS will be utilized for descriptive statistics, reliability analysis, t-test and ANOVA analysis. By increasing environmental awareness, trust and preference for eco-friendly products, the study is anticipated to show how successful green marketing strategies favorably impact sustainable customer purchasing behavior. The results will help retailers, marketing experts, legislators and environmental organizations create strategies that support sustainable commerce and responsible consumption.