Marketing Strategies of Eco-Friendly Products...

Marketing Strategies of Eco-Friendly Products: A Study with Reference to Tamil Nadu Using MRM Tool

Author Name : Sujeet. S, Dr. V. Vijay Anand

ABSTRACT The growing interest in sustainability and environmental protection worldwide has also increased the demand for eco-friendly products. This paper studies the marketing strategies of business organizations to promote such products with a view to understanding how well they work in attracting and retaining conscious consumers of the environment. This paper, therefore, based on an analysis of several approaches to marketing like green branding, eco-labelling, digital marketing, and education of customers identifies the primary tactics likely to affect purchasing behaviour. The research study also determines the challenges that organizations experience in applying sustainability in their marketing campaigns. They include high production costs, competition, and consumer scepticism. The results shall help the business generate actionable insights so that marketing efforts are aligned with eco-conscious trends, thus fostering sustainability in the environment and competitive advantage in the market.