International Journal of Scientific Research and Engineering Development

This study focuses on analyzing consumer perception toward green marketing and its influence on the purchase of eco-friendly products in Coimbatore city. Green marketing refers to the promotion of products and services that are environmentally safe and aim to reduce pollution, waste, and environmental damage. With growing concern about environmental issues such as climate change and pollution, consumers are becoming more aware of sustainable practices, leading to increased interest in green products. The study aims to understand the level of consumer awareness, environmental concern, trust in green marketing claims, and how these factors affect buying decisions. Both primary and secondary data were used for the study. Primary data was collected from 60 respondents through a structured questionnaire using Google Forms, while secondary data was gathered from books, journals, research articles, and websites related to green marketing. The collected data was analyzed using descriptive percentage analysis, average score method, and Chi-square test to interpret consumer behavior effectively. The findings reveal that a majority of respondents are young, educated, and from urban areas, with female respondents forming a larger proportion. The results indicate that consumers show moderate preference toward green products and feel responsible for environmental protection, but their purchase decisions are only moderately influenced by green marketing advertisements and environmental claims. The study concludes that while awareness of green marketing is increasing, consistent adoption of green products among consumers is still developing.

Dr.Poornima B, Ms.Priyadharshini K,"A Study on Consumer Perception Towards Green Marketing" International Journal of Scientific Research and Engineering Development, V9(1): Page(1761-1768) Jan-Feb 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.