• Bharathi v

This study explores the impact of green marketing on consumer buying behavior, focusing on consumer awareness, environmental concern, and health consciousness. Using a descriptive research design, data was collected from 213 randomly selected consumers via structured questionnaires. Results indicate a positive correlation among the key factors influencing eco-friendly purchases, though many consumers remain neutral about recognizing green products or paying more for them. The findings highlight the need for stronger awareness campaigns and transparent marketing to support sustainable consumer choices.

Consumer awareness, Health consiciousness, Environmental concern, Percieved quality and value and Buying behaviour.

"The impact of green marketing on consumer's buying behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.a797-a799, May-2025, Available :http://www.jetir.org/papers/JETIR2505088.pdf

"The impact of green marketing on consumer's buying behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppa797-a799, May-2025, Available at : http://www.jetir.org/papers/JETIR2505088.pdf