• Ms. Minal Kashyap
• Ms. Komal Kashyap
• Dr. Anil Sarada

Concerns have been expressed by manufacturers and customers about the environmental impact of products during recent decades. Consumers and manufacturers have directed their attention toward environment friendly products that are presumed to be “green” or environment friendly like low power consuming (energy-efficient) electrical appliances, organic foods, lead free paints, recyclable paper, and phosphate free detergents. Indian marketers are also realizing the importance of the Green Marketing Concept. This research provides a brief review of environmental issues and identifies the green values of the consumers, their level of awareness about environmental issues, green products and practices. This paper highlights the consumers’ perception and preferences towards green marketing practices. A study was conducted on conceptual reviews and various marketing platforms used by today’s manufacturer and sellers for creating an impact on consumer are buying behaviour. High level of awareness about green marketing practices and products was found among the consumers. Green values were also found to be high among the respondents. Research has given good insights for marketers of the green products and suggests the need of designing the marketing communication campaigns promoting green products due to high green value among the consumers.

Green Marketing, online shopping, blogs, Green techniques

"Green Marketing- Study of Digital Marketing and its impact on Consumers Buying Behaviour.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 10, page no.16-27, October-2018, Available :http://www.jetir.org/papers/JETIRI006005.pdf

"Green Marketing- Study of Digital Marketing and its impact on Consumers Buying Behaviour.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 10, page no. pp16-27, October-2018, Available at : http://www.jetir.org/papers/JETIRI006005.pdf