Authors : Y. C. Vishnoi; Dr. R. N. Agnihotri

Volume/Issue : Volume 10 - 2025, Issue 11 - November

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Google Scholar : https://tinyurl.com/v64b8m5m

Scribd : https://tinyurl.com/y5d2ak4y

DOI : https://doi.org/10.38124/ijisrt/25nov1546

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

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Abstract : This research paper explores the relationship between green marketing practices and consumer purchase intention in the context of rising global concerns about sustainability, climate change, and ethical consumption. Green marketing—defined as the promotion of environmentally safe or eco-friendly products—has become a dominant strategy among modern brands seeking to align business growth with environmental responsibility. The study aims to examine the influence of green advertising, eco-labels, green packaging, corporate environmental responsibility, and green product strategies on shaping consumer attitudes, trust, and purchase intention. A comprehensive literature review, conceptual framework, empirical insights, challenges, and managerial implications have been discussed.

Keywords : Green Marketing, Consumer, Climate Change, Sustainability.

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