Vol. 8, Issue 7, Part A (2022)

Abstract
Green is an umbrella term that refers to products and practices that are organic, sustainable or otherwise environmentally friendly. Corporate are constantly trying to find the best way to reach the customers with their green message. With the ‘triple bottom line’ or ‘three pillars of business’- People, Planet and Profit; gaining more attention day by day and green is becoming the new mantra of success in any business. This paper aims to find out the effect of green products on consumers buying behavior. To promote green products and green markets it is imperative to conduct a research study. The research study was conducted in Nilambur Municipality selecting a sample of 60 green consumers. The data was collected through questionnaire. The research design adopted is descriptive. The data was analyzed with the help of tools like t-test and ANOVA. It has become very essential to know the factors that create the desire of consumers to purchase a product. Hence, the present study contributes to the field by investigating and exploring the extent of the impact of consumer’s buying behavior towards the marketing of green products.