📄 Abstract
Green marketing is the marketing of environmentally friendly products. It has become an essential aspect of business strategies as consumers increasingly prioritize environmental sustainability. Studies on consumer behaviour in green marketing focus on understanding how eco-friendly practices influence purchasing decisions. It involves creating an eco-friendly product, using eco-friendly packaging, adopting sustainable business practices or anything that protects mother earth and reduce global warming by protecting natural resources. This concern has led more companies to advertise their commitment to reducing their climate impacts, and the effect this is having on their products and services. The purpose of this review is to throw light on green marketing concept, understanding the impact of buying behaviour, brands which have implemented the strategy, misconception, and Future outlook.
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📚 How to Cite:
Prof. Mahalakshmi , IMPACT OF GREEN MARKETING ON CONSUMERS' BUYING BEHAVIOUR , Volume 11 , Issue 3, March 2026, EPRA International Journal of Research & Development (IJRD) , DOI: https://doi.org/10.36713/epra26560