Green products consumption-paving way for sustainability Dr. Santhi P.*, Ms. Rubeya S.** *Professor, Department of Commerce, Avinashilingam Institute for Home Science and Higher Education for women, Coimbatore, India **PhD Scholar in Commerce, Department of Commerce, Avinashilingam Institute for Home Science and Higher Education for women, Coimbatore, India Online published on 9 February, 2018. Abstract Environmental protection has been an issue with remarkable staying power on a public agenda. Green purchase behavior is study of the process involved in purchase behavior attitude, perception on environment, environmental attitude and perceived consumer effectiveness. A number of business and industry groups have respondents to environmental concern by integrating environmental issues into their corporate policy. The degree of green concern varies among consumers, as does the particular environmental issues with the type of purchase. All this argument leads the marketers to find answers, to whether their socioeconomic studies help the residents to buy green products and attitude about green purchase and perception on environment in order to answer the above queries the present study has been carried out in Coimbatore city with sample of 205 respondents. both primary and secondary data is collected and analyzed. The findings revealed that the green consumption behavior of the respondents were highly influenced by environmental attitude, green product purchase behavior, perception on environment, and perceived consumer effectiveness Top Keywords Environmental marketing, Green product, Purchase decision, socio economic profile. Top |