In recent years, environmental issues have gained increasing attention worldwide, prompting both consumers and businesses to adopt more sustainable practices. Green marketing, which involves promoting eco-friendly products and practices, has emerged as an important strategy to address growing environmental concerns. This study examines the level of consumer awareness and attitude toward green marketing in the Indian context. Based on a comprehensive review of secondary data and existing literature, study found relationship between awareness and consumers purchasing behavior toward green or eco-friendly products. Identify key factors that influence how awareness translates into actual purchasing decisions and find the challenges faced by green marketing.? Findings suggest that although consumer awareness regarding green products is increasing, actual green purchasing behaviour is still limited due to factors such as high prices, lack of trust in product claims, and insufficient marketing communication. Awareness alone does not always lead to action. Other factors such as product price, quality, trust in environmental claims, and ease of access also significantly influence whether consumers follow through with their intentions. The study also identifies key challenges in the effective implementation of green marketing. Overall, the paper contributes to a better understanding of the potential of green marketing in shaping a more sustainable market in India
kumar et al. (2024) studied this question.