Name: G. REVATHI, G. DEVA PRAKASH
Country: India

Year: 2026
Volume: Volume-11, Issue-1, January-June 2026
Page Number: 382-384
DOI: https://doi.org/10.5281/zenodo.20024014

ABSTRACT
This study investigates consumer satisfaction and buying behavior regarding green marketing and organic products within Coimbatore City. As environmental degradation becomes a global concern, green marketing has emerged as a holistic approach to manufacturing and promoting products that are environmentally safe. The research primarily aims to measure consumer awareness levels and identify the factors influencing the purchase of organic food products. Utilizing a sample of 124 respondents selected randomly, the study employs simple percentage analysis to interpret primary data collected via structured questionnaires. The findings reveal that while health consciousness and environmental protection are significant drivers for organic consumption, challenges such as high pricing and limited
availability persist in the Indian market. The study concludes that effective use of the green marketing mix (4Ps) can significantly transform consumer buying patterns toward sustainable options.

Keywords: Green Marketing, Organic Products, Consumer Satisfaction, Consumer Behavior, Coimbatore City, Sustainable Development.