Abstract: Environmental issues are a hot subject today as governments and societies in every country have
started to become more aware of green marketing issues. Here, the term "green" is indicative of purity.
Green means pure quality and fair or transactional only. Green marketing is one of the strategies used by
marketers to achieve sustainability. Green marketing is the development and sale of environmentally
friendly goods or services. This helps build credibility, penetrate a new audience segment, and stand out
from the competition as more and more people become environmentally conscious. Today's consumers
prefer eco-friendly products, but their purchasing decisions differ due to a lack of awareness about green
marketing issues as well as knowledge about eco-friendly products. This knowledge enhances the
knowledge of green production. Businesses need to know consumer attitudes and adapt innovative
marketing solutions that focus on defining their expectations and meeting their needs. Marketers also
realize the importance of the green marketing concept. A green marketing strategy has great power to motivate
both consumers and manufacturers to participate in saving the planet, and at the same time, profit from the
potential of eco-friendly products while satisfying their needs. Although numerous studies on green
marketing have been carried out around the world, very little academic research on consumer Behavior
has been done. This study provides a brief assessment of environmental concerns and identifies consumers'
green values, their level of awareness of environmental issues, as well as green environmentally friendly
products and practices. This article highlights the impact of green marketing on consumer Behavior using a
structured questionnaire.

A.SHAJI GEORGE

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