CUSTOMER SATISFACTION WITH GREEN PRODUCTS IN CUDDALORE DISTRICT: AN EMPIRICAL STUDY

Growing environmental degradation, climate change, and depletion of natural resources have intensified global concern for sustainable development, leading to increased attention toward green products and environmentally responsible consumption. In this context, the present study examines the level of customer satisfaction with green products in the Cuddalore district of Tamil Nadu. The study is empirical in nature and is based on primary data collected from 175 customers through a structured questionnaire using a multistage sampling technique. Secondary data were sourced from books, journals, research articles, and online resources. The study analyzes customer satisfaction with green products across various demographic variables such as gender, age, education, occupation, income, place of residence, and taluk. Statistical tools including percentage analysis, Student’s t-test, one-way ANOVA (F-test), coefficient of variation, and multiple regression analysis were employed for data analysis. The findings reveal that there is no significant relationship between customer demographics and their level of satisfaction with green products. Overall, customers in the study area exhibit a moderate and consistent level of satisfaction, irrespective of demographic differences. The results indicate that factors other than demographics play a dominant role in influencing satisfaction with green products. Based on the findings, the study suggests the need for enhanced consumer awareness, effective eco-labeling, strong green marketing communication, government support, and stricter regulation against greenwashing to expand the green product market. The study concludes that promoting environmental education and trustworthy green marketing practices can significantly strengthen consumer confidence and contribute to sustainable consumption and environmental protection.