An Empirical Study on Customer Perceptions and Attitudes Towards Green Marketing of Personal Care Products

Abstract

Green marketing is a strategy that promotes the products and services based on customer demand and societal environmental benefits. The purpose of this study is to examine how customers perceive and respond to green marketing products in the personal care industry. The primary objectives of the study are to analyze the influence of demographic factors on customer perceptions and attitudes towards green marketing and to assess customer perceptions in relation to eco-friendliness, effectiveness and authenticity of green marketing practices adopted by personal care brands. The research is based on primary data collected through a structured questionnaire from 116 respondents from Kalavasal, Othakadai, Thirunagar and Vandiyur in Madurai city. through convenience sampling techniques. The collected data are analyzed through Percentage Analysis, Weighted Mean Ranking Method, Garrett Ranking Method, Cronbach’s Alpha, One-way ANOVA, Chi-Square Test, and Multiple Correlation to examine the relationship between customer perceptions and attitudes. The study reveals that consumers in Madurai city show increasing awareness and positive attitudes toward green marketing in personal care products. Eco-friendly brands namely Himalaya influence consumer perception and purchasing behaviour through effective marketing communication and digital media. However, concerns regarding product price, authenticity of green claims, and effectiveness still exist among some consumers. The findings suggest that transparent communication and credible sustainability practices are essential for building consumer trust and strengthening the growth of green marketing in the personal care industry.