Green marketing in both academic and business sense is crucial to developing countries. This phenomenon has to develop its economic and social agenda. In the past two decades, the concept of green marketing has achieved an exponential growth, making imperative impact both on the market and environment across the globe. In the field of ethics and social responsibility, environmental and green marketing themes are the core areas related to environmental safety and human wellbeing. The present paper reviews the green marketing literature in various aspects, which include customer awareness, constructive factors, and parameters that would make green products more attractive to consumers. The main purpose of this study is to investigate the constructive factors on the use of green marketing products in the present situation in Tamil Nadu. A well-structured and close-ended questionnaire was used to collect the data from 100 respondents. The questionnaire consisted of four sections: demographic background; customer awareness; constructive factors on the use of green marketing; and parameters that attract the consumers. The data was analyzed using percentage analysis, factor analysis, multiple linear-regression analysis and mean score analysis. The results of the study show a bright future for green products in the present day situations.

Green marketing includes the concept of planning, development and promotion of environment-friendly products or services to satisfy the needs of ultimate customers for quality, quantity, optimum price and service, without however having a negative effect on the usage or its users (Jain and Kaur, 2004; Peattie and Crane, 2005; Grant, 2008; and Pride and Ferrell, 2008). Therefore, green marketing refers to a holistic marketing notion in which the production, marketing, consumption and disposal of products and services happen in a way that is less harmful to the environment with mounting awareness about the connotation of global warming, non-biodegradable solid waste, and harmful impact of pollution (Shrikanth and Surya Narayana Raju, 2012). It is a fact that both marketers and consumers are increasingly becoming aware of the need for switch to green products and services. The move from the existing marketing methods to green marketing may appear to be expensive in the short-term, but it will absolutely prove to be crucial and beneficial, and cost-effective in the long run (Sandeep et al., 2011). Green marketing is rapidly changing the trendy marketing tactics as per the consumer demand in a sustainable way. Green marketing strategy reaps multiple benefits like increased revenue, reduced costs, new product development, risk mitigation, environment protection, global safety and enhanced brand reputation. Green marketing is needed to address environmental issues which influence all human society and natural atmosphere.

Green marketing has commanded tremendous attention in the context of global warming and climate change and as a result has forced both the customers on one side and the companies on the other to incorporate the principles of green marketing. Recently, it has drawn the attention of government too in this regard and paved the way for introducing many environment-friendly policies. The divergence between limited resources and unlimited wants of human resource is to be used economically and in an environmentfriendly way. Companies should adopt innovative methods sustainable development in the competitive environment to enable the use of green marketing products. Using a green product safeguards the interests of its users and safeguards the society and the environment. Setting up a responsive policy in this regard will maximize the health of the earth.

Marketing Management Journal, Predicting, Customer Satisfaction, The Mobile Value-Added Services (MVAS), Application of Multiple Regression, M-Commerce, M-Education, M-Health, M-Entertainment, Global System for Mobile Communications (GSM), Code Division Multiple Access (CDMA).