Green marketing has arisen as an essential corporate approach in response to rising environmental concerns and customer awareness about sustainability. consumers are gradually moving toward sustainable and ecofriendly items since they are more aware of how their purchases affect the environment. Using techniques like eco-labeling, green advertising, sustainable packaging, and green branding, green marketing promotes goods and services that are safe for the environment. The current study is to examine the impact of green marketing on consumer purchasing behaviour. A systematic questionnaire was used to collect primary data from 100 respondents, with secondary data retrieved from journals, publications, and online sources. Data interpretation was performed using statistical procedures such as percentage analysis, average score, and Friedman ranking analysis. Environmentally friendly products, product quality, brand reputation, and consumer trust all have a big impact on consumer purchasing decisions.

Dr.Geetha R, Ms.Ankita Ghora D, "Impact of Green Marketing on Consumer Buying Behaviour" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(1): Page(1014-1018) Jan-Feb 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.