Published Paper Details:

The purpose of this study is to understand the factors influencing the consumer attitude about green products. From this research it is found that attitude and personal norms are positively influencing consumer purchase intention and attitude towards green products. This study helps the marketers to design strategies for sustaining in the green products. The structured questionnaire was used collect primary data and analyzed using software package. This study aims to investigate the effect of demographic factors towards consumer attitude about green products. A total of 150 completed questionnaires were collected via convenience sampling from customers in Tirupur City. Eight demographic variables were used in this study including gender, age, educational qualification, employment status, monthly income, marital status, number of family members and type of family. The findings of the present study showed that the most used statistical techniques were Descriptive Analysis and Chi-Square Test. Based on the findings of the present study, several environmental and non-environmental predictors of green marketing strategies have been identified. The present study has also provided directions for future research on consumer attitude.