An Economic Analysis Of Consumer Satisfaction Towards Sustainability Of Green Products Marketing In Cuddalore District Of Tamil Nadu

  • R. Surya
  • Dr.S. Kavitha
Keywords: Green Products Marketing, Consumer Satisfaction, Sustainability, Consumer Behavior, Environmental Sustainability

Abstract

This study explores the economic dimensions of consumer satisfaction towards the sustainability of green products marketing in the Cuddalore District of Tamil Nadu, India. It investigates the factors influencing consumers' decisions to purchase green products and their level of awareness about the utilization of such products. Through a mixed-methods approach involving surveys, interviews, and statistical analysis, the research identifies key determinants of consumer behavior and awareness levels. The findings highlight the significance of factors such as price, quality, brand reputation, and government initiatives in shaping consumer preferences for green products. However, differences in awareness levels among consumers may impact satisfaction levels, indicating the need for targeted interventions to enhance consumer awareness and satisfaction. The study underscores the importance of collaborative efforts among stakeholders to promote sustainable consumption practices and create a more conducive environment for green products marketing in the Cuddalore District.

Author Biographies

R. Surya

Ph.D Research Scholar, Department of Business Administration, Annamalai University

 

Dr.S. Kavitha

Assistant Professor, Department of Business Administration, Annamalai University

 

References

1. Abdul Rahuman (2023) Consumers Awareness And Satisfaction Towards Green Marketing -A Study In Tirunelveli City. Indian Academic Researcher Association. ISBN 9789394293199.
2. Ramya (2022) A Study on Customer Satisfaction Towards Green Products. International Journal of Creative Research Thoughts. Vol. 10 (6): 780 – 786.
3. Ranjithkumar and Priyanandhini. (2018). A Study on Consumers Level Of Satisfaction Towards Eco-Friendly Products. International Journal of Research and Analytical Reviews. Vol. 5 (4): 425 – 427.
4. Cronin, J.J., Brady, M.K., Hult, T.M.G. (2000), "Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service encounters", Journal of Retailing, Vol. 76 No.2, pp.193-218.
5. Churchill, Gilbert A. Jr. and Carol Surprenant (1982), "An Investigation into the Determinants of Customer Satisfaction," Journal of Marketing Research, 19 (November), 491 -504.
6. Day, Ralph L. (1977), "Towards a Process Model of Consumer Satisfaction," Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction. H. Keith Hunt, ed. Cambridge, MA: Marketing Science Institute, 153-183.
7. Hines, J.M., Hungerford, H.R., Tomera, A.N. (1987), "Analysis and synthesis of research on responsible environmental behavior: a meta-analysis", Journal of Environmental Education, Vol. 18 pp.1-8
Published
2024-01-03
How to Cite
R. Surya, & Dr.S. Kavitha. (2024). An Economic Analysis Of Consumer Satisfaction Towards Sustainability Of Green Products Marketing In Cuddalore District Of Tamil Nadu. Revista Electronica De Veterinaria, 25(1S), 1234 -1238. https://doi.org/10.69980/redvet.v25i1S.1107