Published Paper Details:

With the growing hazards to the environment, "Being Green" is the need of the hour. To save our future generations from the deadly consequences of environmental damage, we need to take corrective steps and do some damage control. Green Marketing is one of the practices which prevents and minimizes the environmental degradation by promoting "Green Products" rather than "Conventional Non-Green Products"."Green Products are typically durable, non-toxic, made of recycled material, or minimally packaged"(Durif, Bolvin & Julien, 2010). The success of green products depends on its popularity among the consumers. This paper assesses the awareness level about Green Products and its consumption by the general consumers in the city of Chennai, India. Structured and undisguised form of questionnaire was prepared which was distributed to 120 respondents out of which 106 were found to be usable. The other variables of the questionnaire like perception and purchase intention are measured in other papers. Different hypotheses were formed based on literature review and statistical tools like frequency distribution, chi-square analysis, independent t test and correlation analysis were done to test the hypotheses. The study is useful to researchers, academicians, organizations and companies who are trying to get the insight of the awareness level and consumption of green products in Chennai. Geographical constraint is the limitation of the study which gives way to further research by applying the methodology used in this paper on country specific research awareness.