| Abstract | Abstract
In the modern era of globalization, it has become a challenge to keep the consumers fold and
even keep our natural environment safe and that is the biggest need of the time. Green marketing is a
phenomenon, which has developed particular importance in the modern market and has emerged as
an important concept in India as in other parts of the developing and developed world, and is seen as
an important strategy of facilitating sustainable development. In recent days; environmental issues
have received a great deal of discussion in the field of marketing. When the society becomes more
concerned with the natural environment, businessmen have begun to modify their behaviour to
address the society’s new concern. With the growing awareness about the implication of global
warming, non-bio degradable solid waste, harmful impact of pollutants etc, both marketer and
consumers are switching to eco-friendly products and many companies have accepted their
responsibility not to harm the environment and not to waste the natural resources.
Keywords: Green marketing, Eco-friendly FMCG products, consumer buying behaviour
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