Examining Demographic Factors Impacting Green Marketing Strategies and Consumer Choices

Abstract

This study investigates the relationship between green marketing practices and customer purchasing behavior in Kerala, specifically Kannur and Ernakulam Districts. Statistical techniques like the Chi-Square test, ANOVA, and Cluster analysis were applied in the research. Key factors such as green consumerism, determinants influencing buying decisions, and strategies employed in green marketing were explored. Previous literature has revealed a lack of "green" knowledge among consumers, which has led to organizations being less inclined to develop environmentally friendly products or implement green marketing strategies. The research aims to shed light on green among the target population in the region, supporting companies in developing their strategies accordingly.