Abstract In recent years, growing environmental concerns and increasing awareness about sustainability have significantly influenced consumer behaviour across the globe. In India, the rise of digital platforms has further accelerated the adoption of green marketing practices by businesses aiming to promote eco-friendly products and services. This study examines the relationship between green marketing strategies and consumer behaviour in the digital era. The research adopts a descriptive and exploratory approach using secondary data collected from academic journals, industry reports, and digital sources. It analyzes how digital marketing tools such as social media, e-commerce platforms, and online advertising influence consumers’ preferences towards environmentally sustainable products. The study identifies key factors affecting consumer behaviour, including environmental awareness, perceived value, trust in green claims, and social influence. It also highlights the role of digital platforms in enhancing transparency and accessibility of green products. The findings reveal that while consumers show a positive attitude towards green products, their actual purchasing behaviour is influenced by factors such as price sensitivity, product availability, and credibility of eco-labels. Challenges such as greenwashing and lack of awareness continue to impact consumer trust. The study concludes that effective green marketing strategies, combined with digital engagement and consumer education, can significantly promote sustainable consumption patterns in India.
Jebakumar et al. (Thu,) studied this question.