A STUDY ON NON-PURCHASERS OF NATURAL PRODUCTS AND THEIR PRODUCT EXPECTATIONS FOR GREEN MARKETING IN CHENNAI AND TRICHY CITIES C. SENTHIL NATHAN 1 & K. MALAR MATHI 2 1 Assistant Professor, S.R.M School of Business Management, Katangulathur, Chennai, Tamil Nadu, India Research Scholar, Bharathiar University, Coimbatore, Tamil Nadu, India 2 Associate Professor, Bharathiar School of Management & Entrepreneurship Development, Bharathiar University, Coimbatore, Tamil Nadu, India ABSTRACT Green marketing can be comprehended as marketing without detrimental impact on environment, in present scenario it is moving towards differentiating product from that of competitors. Existing reviews imply the imperativeness of understanding product expectation of non-purchasers of green products to motivate them to go for green products. It is important motivating non-purchasers to go for green products, comprehending influence of non-purchasers demographic variables regarding natural product buying intention to identify and arrive at basis to segment the market for natural products. This research found out non-purchasers buying intension and expectation by enquiring their response if natural product or green product is introduced as eco-friendly variant of their regularly buying personal care and home care brands. Kruskal wallis test was done to find influence of demographic variables on buying intention of natural products of non- purchasers, Multiple regression was used to analyse product expectation regarding natural tooth paste among non- purchasers. KEYWORDS: Green Marketing, Environmental Management, Non-Purchasers, Product INTRODUCTION Ottman 1993 Davis 1993 and Kangun 1994 defines“ Green marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs with minimal detrimental impact on the natural environment” According to ottman and Davis “Green Marketing involves product design with eco -friendly ingredients and minimal usage of resources in production process, eco-friendly or bio-degradable packaging, distribution with less emission at the same time satisfying needs and wants of humans in order to facilitate exchange. Michael Kuhn 2005 indicates green marketing is moving towards companies using environmental differentiation as a vehicle for overcoming competition but this is not the sole reason for going green, if improvements in the environmental performance drive-up variable production costs a clean firm will be placed at a cost disadvantage. This can be traded off against quality/environmental advantage that allows the firm to extract a premium from its customers. Competitive strategy within such an industry will then be determined in the triangle of cost advantage vs quality/environmental advantage vs product differentiation. Thus from earlier definition green marketing can be comprehended as marketing without detrimental impact on environment in present scenario it is moving towards differentiating product from that of competitors. International Journal of Sales & Marketing Management (IJSMM) ISSN 2319-4898 Vol. 2, Issue 4, Sep 2013, 1-10 © IASET