CUSTOMER PERCEPTION TOWARDS GREEN MARKETING: A STUDY WITH REFERENCE TO COIMBATORE CITY

Green marketing has emerged as a critical business strategy in response to growing environmental concerns
globally and at the city level. This study examines customer perception towards green marketing with specific
reference to Coimbatore city, a major industrial and commercial hub in Tamil Nadu, India. A structured
questionnaire was administered to 70 respondents across varied demographic groups, and data was analyzed using
descriptive statistics with percentage analysis. The findings reveal that a majority of consumers are moderately to
highly aware of green marketing concepts, hold positive perceptions towards eco-friendly products, and largely
associate green products with health and environmental benefits. Despite this positive attitude, barriers such as
higher pricing, limited availability, and insufficient trust in environmental claims continue to hinder purchase
behavior. The study concludes that green marketing in Coimbatore has significant growth potential, and
recommends that businesses adopt transparent eco-labeling, affordable pricing strategies, and awareness-driven
promotion to accelerate green consumption.