Consumer attitude, awareness and satisfaction towards green products: a study in Kannur district of Kerala

Abstract

With growing environmental concerns, green products have become increasingly important in today’s market. Consumer satisfaction and attitude toward green products help to understand how a person perceives and responds to eco-friendly options. A study on the attitude of consumers towards green products not only helps to design strategies for successful marketing of green products but also can be used as a tool for promoting and strengthening environmental health.  An evaluation of constraints faced by the consumers will help the producers of these green products to take necessary steps to correct it, and also the government can formulate suitable incentive measures to augment the consumption of green products.  Finally, continuous discussions among the academic community about the various aspects of green products and their relevance in the present scenario will create a positive impact on the economy. Governments at various levels are promoting the production and use of green products to ensure environmental sustainability and to build a healthy future generation.  It is on this backdrop that the present study is designed to examine the status of awareness and satisfaction level among consumers of green products and the relationship between awareness level and satisfaction level.  The study also highlights the major obstacles in the consumption of green products.