• Gaikwad Smita Manohar
• Dr. Aditi Priya Singh

This research tries to introduce green marketing of eco- friendly green products. Indian business is booming. Customers are shifting their choices of products, favouring eco-friendly products as environmental awareness and consciousness . Because there are abundant natural resources hence the manufacturers must maximise their use. Promoting green products and technology is essential for resource conservation and environmental protection. Due to this, firms are mainly promoting green products and services. Consumers still do not accept green marketing due to less information about eco-friendly products and eco-friendly services, ineffective form of advertising, and inconsistent government norms and regulations. So, independent sample t test and analysis of variance was performed in this research . The current work attempts to uncover customer perspectives towards eco-friendly green products. A stratified sample of 1070 millennials was taken from Karnataka who belonged to the age group between 26 - 38 year as on Jan 2020 was used.

Social media advertising; green products; attitude; buying intension

"Eco- friendly Green Products: A study of Consumer buying behaviour in Karnataka", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 2, page no.e704-e709, February-2022, Available :http://www.jetir.org/papers/JETIR2202490.pdf

"Eco- friendly Green Products: A study of Consumer buying behaviour in Karnataka", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 2, page no. ppe704-e709, February-2022, Available at : http://www.jetir.org/papers/JETIR2202490.pdf