Green marketing is one of the emerging concepts in the marketing scenario. It has a great scope in marketing as it has direct link with the people. It refers to the process of selling products based on their environmental benefits. The evolution of green marketing practices started during the beginning of twentieth century. It was at that period when the companies started realizing the benefit of manufacturing green products. The manufacturing concern should produce the products in such a way that it does not harm the environment and gives consumer satisfaction. Green products can be measured in terms of products that are originally grown, products that are recyclable, reusable and bio- degradable products with natural ingredients, non- toxic chemicals, do not harm or pollute the environment, products that have eco-friendly packaging i.e.) reusable, refillable containers. Today the consumers across the globe are willing to pay premium price for green products. Therefore, there is a need for shift in consumers behaviour and attitude towards eco- friendly lifestyles. This paper aims to study the awareness over green products among consumers in Thoothukudi. It also explores whether the consumers in Thoothukudi are willing to pay premium price for green products.

Keywords: Green marketing, Consumer awareness, Green products.