Assessing Consumer Awareness and Purchase Behavior Regarding Sustainable Eco Friendly Products in Coimbatore City

This article provides narrative findings on consumer awareness and buying behaviour towards green products in Coimbatore city. Nowadays, the environment has become a mainstream issue in the current competitive world. Green marketing is a major trend to know the reason for environmental issues like global warming, ozone depletion, pollution, loss of biodiversity and deforestation. The purpose of the study is to find out the awareness and buying behaviour towards Green products in Coimbatore city. The study is mainly focused on determining the difference in the awareness level among male and female consumers about Green FMCG products. The primary data were collected through interview method with a structured questionnaire from 110 respondents using convenient sampling technique. The data were analyzed with the help of statistical tools like Percentage Analysis, One way ANOVA and Independent Sample t-test. The study found that level of awareness and buying behaviour towards green products. Finally, the study concluded that the consumers are familiar about the environmental aspects and also their green awareness.