INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD

Abstract : The Indian consumers, particularly the middle-class consumers, over the last two decades have become environmentally more conscious. This has been reflected in various surveys. Consumers are becoming more aware about the environmental problems and have started realizing that majority of the issues are because of increasing population, our consumption habits and are the consequences of technological advancement. Consumers are now ready to change their preference s from main stream products to greener products which have least impact on the environment. Now a days one of the major strategies adopted by companies to capture market is the marketing of green products or eco friendly products. This study is to identify the preference and satisfaction of customers about the Eco friendly products.