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VOL. 11, ISSUE 7 (2025)
Attitudes towards green marketing and consumer behaviour among farmers in Thanjavur: case study on sustainable agricultural inputs
Authors
Niha R Khalid, Dr. S Raju
Abstract
The incorporation of green marketing in the agricultural field is
gaining momentum as a strategy for promoting ecological sustainability. Farmers
in the Thanjavur region of Tamil Nadu, which is an agricultural powerhouse, are
now increasingly exposed to sustainable inputs such as organic fertilisers and
bio-pesticides, along with water-saving irrigation technologies. This paper
analyses the farmers’ perception towards green marketing and their resulting
consumer behaviour in relation to buying eco-friendly agricultural inputs. The
study found that perceived utility, environmental concern, and trust positively
motivate purchase behaviour while worry about costs and unavailability locally
inhibit it. In addition, concerning green marketing related to agriculture,
attitudes are changed more by social circles of fellow farmers and extension
officers than through advertisements or online platforms. Based on these
results, rural economies that primarily depend on agriculture can strengthen
sustainable consumption if a need-oriented green marketing designed specifically
for farmers is adopted. Also, the research emphasises strategies around
traditional trust-building associated with farming alongside practices of green
marketing.
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Pages:11-16
How to cite this article:
Niha R Khalid, Dr. S Raju "Attitudes towards green marketing and consumer behaviour among farmers in Thanjavur: case study on sustainable agricultural inputs". International Journal of Commerce and Management Research, Vol 11, Issue 7, 2025, Pages 11-16
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