Published Paper Details:

Green technology is potentially important concept which plays a role to achieve the global sustainable development. Today the world needs a new serious innovation, which would lead for a better environment. The basic objective of the study is to realize the requirement of innovative green products for today's global market and also try to identify the negative impact of non-green products. For the purpose of the study, a particular city (Coimbatore city-Tamil Nadu State) has been selected, collected required data from various available resources, analysed with suitable statistical methods and identified facts. The study reveals that the so-called green products or organic products has more positive impact to the mankind's and helps to eradicate certain issues pertaining to green technology. It helps for the sustainable development. The study also throws a light on future research opportunities. The factors that determine the consumer's willingness to buy green products are because of their consciousness about the environment and their health. People have become more willing to pay for green products. Their willingness to buy green products will be greater than traditional products as the consumers in the contemporary world marketplace generally exhibit a heightened awareness of environmental issues and consequently experience significant levels of environmental concern. Other than that, consumers are more willing to purchase green products because green products have the least impacts and harmful effects toward the environment and human health. Therefore, it could be said that consumers are willing to buy green products because they are "green" and eco-friendly.