• Esther Rani B
• Dr R Thenmozhi

The main purpose of this study is to identify the factors that are essential to influence the green purchase intention within the people. In order to keep our earth alive and to help the human to sustain on the earth, green product’s success is very essential. Green economy has become the model of new policy that of the digital economy, since they both coexist in the present scenario. For the Sustainable development of the economy, technology plays a vital role for the achievement of long-term balance between natural environment and human development. Green awareness, green perceived trust and environmental responsibility are used to test the green purchase intention of the people. Green marketing satisfies the needs and desires of the customers and also helps the company in maintaining the environmental gain which they could profit from effective green marketing. The study will be beneficial in creating awareness among people about green marketing. Success of the green products are more essential to support the human beings to sustain and to keep the earth alive. Since environment friendly products awareness has a way to many companies and brands which are tries to enter into the green product category. Many barriers are faced by the green products. The main purpose of the study is to explore that the consumers are aware of green marketing and to identify whether green products are fulfilling the needs of the customers. In recent decades, it has been found that there is an increase in the environment friendly products and in its behaviour. By using green products, the good will of the companies fulfil the social responsibilities. Green marketing plays an essential role in fulfilling the customer’s needs and desires and also to make the company responsible for the long-term environmental gains which has been earned through the effective green marketing. This study benefits the people by creating awareness about green marketing. Green marketing has been related to the advertisement and promotion of the products which have the environment characteristics. Some terms like Recyclable, Phosphate free, Refillable, environment friendly and Ozone safe are the effects by which the people are related regularly with the green marketing.

Green Purchase Intention, Green Brand Trust, Green Awareness and Green Perceived Value.

"A CONCEPTUAL STUDY ON GREEN PURCHASE INTENTION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.322-329, February-2019, Available :http://www.jetir.org/papers/JETIRZ006051.pdf

"A CONCEPTUAL STUDY ON GREEN PURCHASE INTENTION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp322-329, February-2019, Available at : http://www.jetir.org/papers/JETIRZ006051.pdf