This study investigates consumer perception towards green marketing strategies employed by selected skincare brands Mamaearth, Plum, Deyga, and Vilvah with a focus on youth consumers (aged 18–25) in Salem district, Tamil Nadu. In an era of increasing environmental awareness, green marketing has become a vital strategy for brands to communicate sustainability and ethical practices. However, consumer perception of these strategies varies, influenced by factors such as transparency, certifications, digital influence, and authenticity. The research adopts a quantitative, descriptive, and comparative approach, utilizing primary data collected from 150 respondents through a structured online questionnaire. Statistical tools including percentage analysis, Chi-square test, Average were applied to analyze the data. Findings reveal that social media and certifications significantly influence purchase decisions, while demographic factors like age and education show no significant association with green marketing awareness. The study concludes that consumers value genuine sustainability efforts and transparent communication, offering strategic insights for brands to enhance trust, loyalty, and market positioning in the green skincare segment.

Dr.M.K.Senthil Kumar, Mr.Badhri Narayanan.G.S, "A Study on Green Marketing and Its Competitive Advantage for Brands" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(1): Page(1019-1023) Jan-Feb 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.