Mobile phone is the most popular and convenient mode of communication in the 21st century. With the exponential evolution through 4Generations there has been equally exponential growth in use of the services, It works on wireless mobile technology and the communication area is divided into 'cells'  hence mobile phones are also called cellphone. There is rising concern for environment and health on account of mobile phone. Mobile phone emits electromagnetic magnetic radiations (EMR) when in use. These EMR have been categorized as 2B (ie carcinogenic) by WHO. With respect to a mobile phone these EMR are measured in terms of SAR (Specific Absorption Rate) value. E-waste being created from not in use or discarded mobile phones is also of great concern as mobile phone e-waste contains harmful minerals like lead and mercury which is harmful for both health and environment when land filled or incinerated. So there is need for the customers to purchase eco-friendly and green mobile phones and support green marketing of manufacturers. In exploring the green behaviour of consumers towards mobile phone, focus of marketing research also involves examining their green purchase intention and brand switching behaviour. This research paper aims to evaluate the purchase intention of customers for eco-friendly mobile phones and examine the brand switching behaviour.

___________________________________________________________________________________

Keywords: 4Generations, WHO, Specific Absorption Rate, EMR, E-waste.