Green Marketing And Consumer Preference For Eco-Friendly Products In Chennai District

Abstract

Green marketing has emerged as a critical strategic response to rising environmental consciousness among consumers, regulatory pressure, and the need for sustainable competitive advantage among firms. This study examines consumer preference towards eco-friendly products with specific reference to green marketing trends in Chennai District. Using a descriptive-cum-analytical research design, primary data were collected from 410 respondents across Chennai District through a structured questionnaire administered on a five-point Likert scale, supplemented by secondary data drawn from journals, reports, and websites. The study addresses five objectives: examining the level of consumer awareness of eco-friendly products; analysing the effectiveness of green marketing strategies in shaping consumer preference; identifying the key factors that drive preference for eco-friendly products; examining the relationship between green marketing strategies and consumer trust in eco-friendly brands; and identifying the challenges and barriers consumers face in adopting eco-friendly products. Advanced statistical tools, including reliability analysis (Cronbach's Alpha), Exploratory Factor Analysis (EFA), Pearson correlation, multiple linear regression, one-way ANOVA, the Chi-square test, Structural Equation Modeling (SEM), and Garrett's Ranking Technique, were applied using SPSS and AMOS. The findings indicate a moderate-to-high level of consumer awareness, a statistically significant positive relationship between green marketing strategies and both consumer preference and consumer trust, and price premiums, greenwashing scepticism, and limited product availability as the foremost barriers to adoption. The study concludes with practical implications for marketers, policymakers, and eco-conscious brands seeking to strengthen sustainable consumption in urban Tamil Nadu.