A STUDY ON CONSUMER AWARENESS AND PREFERENCES TOWARDS GREEN MARKETING WITH REFERENCE TO CHENNAI CITY

Abstract

From consideration for society companies are starting to change the natural environment actions that address society's "new" concerns. Some companies are embracing concepts like high speed environmental management systems and waste minimization; we integrate environmental issues into every aspect of our organization activities. Therefore, green marketing covers a wide range activities involving product modifications or changes manufacturing process, packaging changes and modifications advertisement. Many companies are beginning to realize that this is the case. You are a member of a larger community and should act accordingly eco-friendly fashion. This is a translation of beliefs we believe that companies must meet their environmental goals profit-related goals. Government regulations contributing to conservation in connection with environmental marketing consumers of all kinds in many different ways have the ability to evaluate the environmental configuration of was. Government issues regulations for management the amount of hazardous waste produced by a company. On the other hand, companies must take great responsibility for the environment deterioration, it is the consumer who ultimately demands the product, and  that causes environmental problems. What you need for green marketing consumers want and want a cleaner environment "Pay" as it can be changed by more expensive items individual lifestyles and even government intervention. that requires coordination between consumers and organizations you can lead the green marketing revolution.

Keywords: Society, Green Marketing, Government, Environment, Management