Abstract:

Today, the world is increasingly worried about the impact of environmental degradation. Due to the activities of human beings, there is an increase in pollution of environment. Hence the Government on protecting the nature has encouraged Green Marketing and took steps to initiate Eco-friendly products in between general public. Currently there are numerous recyclables, nontoxic eco-friendly products. On one hand consumers are currently aware of environmental protection and on the other hand aware of health issues occurring due environmental pollution. The convenient sampling method has used for the selection of the samples of the study. Through structured questionnaire, the primary data is collected from the 125 consumers on various dimensions such as below male and female. On this background the present study focusses on the objective of consumer preference towards Eco-friendly products. The study found that there is positive relationship between the factor influencing to purchase the eco-friendly products and consumer preference on those products.

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