A STUDY ON CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTS WITH REFERENCE TO MALAPPURAM DISTRICT

Environmentalism is a social movement regarding concerns for environmental protection and improvement of health of the environment. In recent years a common word is popular as eco-friendly. Everyone seems to love the nature. In this 21st century, world is facing a lot of environmental problems related to harmful products. Our mother earth is suffering from many environmental issues and globally the governments are also thinking about various programmes of environmental protection. Companies are wilfully or legally forced to adopt the policies to safeguard the environment and serve the society. Well educated customers are emerging as a new force to create an environmental sustainable world. This situation developed the importance of green product and green marketing. Green marketing is the marketing of environmentally friendly products and services. . In this context this study seeks to know attitude of consumers towards green products and find out the factors influencing the consumer behaviour.