Publications

Abstract : Today, the term "eco-friendly” is a prevalent and most alluring word within general population over the globe. As we are now aware about the harm mankind is creating to environment, the eco friendly and green products are gaining popularity. Sustainable development is yet another common term in this era. This study conducted in the southern districts of Kerala focuses on how green marketing leads to purchase intention of the products and then towards sustainable development. Even though the term green marketing is not familiar within Keralites, they are much passionate about eco friendly or green products. A sample of 200 was collected and analysed using average percentages, correlation and chi-square tests so as to determine how green marketing tools improves purchase intention of the customers, trust of customers towards ecolabelling and also to understand how green marketing and sustainable development are interrelated. The results after analysis of data disclosed there are a large number of prospective customers for green products and subsequently their number can be increased with increased initiatives in green marketing activities. The conclusions from the study can be additionally used to dissect the influence of green marketing on the purchase motivation of the customers in different areas, accordingly adding to a supportable improvement of the economy