21st century is the known for remarkable of economic growth, advanced technological discoveries like Artificial intelligence, cloud computing, space exploration to name a few. All the technological and economical prosperity the world has achieved so far has come at a great environmental cost. Thus the world has started witnessing penalty for our irresponsible and uncontrolled production, consumption and disposable behavior. As a result, Australian bush fire, broken heat records across the globe, polar melting ice, locust invasion and the current pandemic COVID-19 have become a matter of great significance and India is not an exception to this. “Green” is the newest addition to the dictionary of management jargon, which signifies environment. Green marketing has become a topic of great relevance in today’s business world. Though, the present pandemic witnessed a huge concern towards preserving and caring for the environment and bringing lifestyle changes to bring positive impact. Green products and environmental friendly products may present a great choice. But green product market is still at the nascent stage in India. The present study attempts to analyze green behavior of consumers towards green products post pandemic.
Keywords: Green Marketing, Green Products, GPA, GPB, GPI.
