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Green Human Resource Management (Green HRM) refers to the implementation and utilization of systems, processes, and products that protect the environment, along with the creation of innovative ideas and strategies aimed at reducing environmental degradation. When businesses adopt eco-friendly activities to manage the environment, green initiatives and sustainable concepts are put into action. Thus, proactive green measures are essential. These initiatives are closely linked to improved operational efficiency and financial outcomes. By adopting green practices, businesses can achieve higher performance, enhance organizational culture, save costs, use resources more efficiently, and boost their brand reputation. This applies to the manufacturing industry as well. The green HRM revolution is expected to spread rapidly in the coming years. The objective of the current study is to evaluate the sustainability and amenities provided by Green HRM environments in selected industrial businesses in Coimbatore.

The industrial revolution precipitates swift urbanization, which heightens customers' demands for items. On one hand, the progress of emerging technologies has led to increased consumer demands for meeting their basic needs. On the other hand, the manufacturing process of these products has caused environmental degradation, resulting in pollution of rivers and water, global warming, and the depletion of non-renewable energy sources. As the environment deteriorates, it becomes a topic of great worry. Marketers are grappling with the challenge of comprehending consumer wants while adhering to environmental regulations and maintaining their profits. The company provides environmentally-friendly marketing materials, taking into account the clients' purchasing behavior and environmental strategies. The purpose of this is to keep customers informed about the availability of environmentally friendly items in the market, as well as the repercussions and impact of these products on the environment. This information can then be used by customers to make informed decisions before purchasing any products. Consumers would benefit from becoming aware of environmentally-friendly marketing items. This study aims to evaluate customer purchase behavior towards environmentally friendly products in the Coimbatore district.