A STUDY ON IMPACT OF GREEN MARKETING ON PURCHASE DECISIONS AMONG GEN Z – A STUDY WITH SPECIAL REFERENCE TO COIMBATORE

Escalating severity of climate change, pollution and other environmental problems is observed globally in recent years.In effect, consumers and businesses are moving towards sustainability and responsible practices.Various companies are adopting green marking strategies that include creating eco-friendly products, using sustainable packaging, getting environmental certifications, getting green ad and much more.The current study, "A Study on Impact of Green Marketing on Purchase Decisions Among Gen Z -A Study with Special Reference to Coimbatore," aims to find out how these strategies influence the buying behaviour of Generation Z college students.Generation Z members have excellent digital skills and know the current social problems.To what extent does their concern about the environment convert into buying behavior?The research evaluates how students' knowledge of green marketing, perception on green product, factors affecting their choice of green product and satisfaction level.A structured questionnaire was used to collect primary data from 82 students through a descriptive research design.Statistical tools were applied like percentage analysis, correlation, regression, and ANOVA.According to the results, the consumers are favorable towards the green products.The higher prices and limited availability cause an attitude-behavior gap.Generally, green marketing plays a significant role in Gen Z's purchase decisions.