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Abstract
In today’s business scenario environmental issues plays a very vital role. A country like India, the government is concerned about these environmental issues. In today’s business environmentally sustainable development has become a key issue. Thus, Green marketing is one of the strategies a firm can adopt to achieve this. Green marketing is becoming a popular study and many philosophies have been projected in the framework of green marketing and consumer behaviour. In today’s ecologically sensible world the word “Green” has become a tinkle word. Green causes are increasingly current with public making green marketing good for public relations and sales. Green marketing as a marketing approach involved in pointing patrons at the advantages of green goods in a way that it inspires consumer’s purchase decisions. green marketing as an environmentally well-thought-out strategy that contains of releasing information to consumers at different levels like manufacturing concern, firm and product level. However, one of the basic conventions of green marketing is that budding consumers would be ready to pay more for a “green” product. The present paper makes an attempt to analyse the awareness and willingness of the consumer to buy green products.