• Gaikwad Smita Manohar
• Dr. Aditi Priya Singh

The environmental benefits of social media advertising are becoming more universally acknowledged. The use of social media may enable green marketers get a better position in the market. Consumers attitudes are crucial to marketing strategy, according to marketing management. Studies have looked at the link between consumer knowledge and the impact of traditional ads on customers. Consumers are shifting to buying green products and services, but it is not evident how they go about doing so or what influences them. By analyzing the effects of theories of social media advertising on consumer buying behavior for environment - friendly products, this study is undertaken to enhance the knowledge gap. The results of this study add to our understanding of the different factors that influence millennials' buying behavior of green products and services via social media. Marketers of green products business and services are advised to create well-known social media advertising platform which factors are crucial to develop the marketing plan are suggested in this study .

Social media advertising; green brand; factor analysis; millennial; buying behavior

"Factors determining the consumer buying behavior of Green Products using social media advertisements", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 5, page no.a225-a237, May-2022, Available :http://www.jetir.org/papers/JETIR2205028.pdf

"Factors determining the consumer buying behavior of Green Products using social media advertisements", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 5, page no. ppa225-a237, May-2022, Available at : http://www.jetir.org/papers/JETIR2205028.pdf