‘Going green’- phrase commonly used to face the challenges of the environment prevalent in today’s world. This phrase doesn’t only mean to help the environment but also means to keep yourself happy and healthy. This attempts to examine and explain empirically the factors determining consumer behaviour towards green products. This paper first identifies the awareness level of the consumers towards green products. And analyse the factors that influence consumer buying behaviour towards the green products. Collection of data is done through a questionnaire filled from 100 individuals who are consumers’ selected through convenience sampling from Delhi. Findings of the study indicates consumers environmental awareness, social influence, psychological factors and product attitude as significant determinants for consumer behaviour towards green products. Consumers are motivated to buy green products not only because of their concern for the environment but also because they believe these can be healthier option for them. Thus, organizations need to focus more on improving the quality of green products and need to provide high quality green products at genuine prices.

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Keywords: Green Products, Consumer Intention, Attitude, Green Marketing.