Green Marketing is a sustainability depicting way towards customer attraction. The automobile industry has been one of the causes of pollution, global warming, CO2 emissions and has raised environmental concerns. Consequently, initiatives have been taken to reduce the harm to environment by introducing green products such as battery electric vehicles, natural gas vehicle, hybrid vehicle, hybrid electric vehicles and so on. This paper highlights the innovations in green marketing focusing mainly on green automobiles. Alternatively, analyses of the perception of the selected sample towards green automobiles has been carried out. The study has been undertaken in the state of Goa. By using convenient sampling method, a sample of 60 respondents have been interviewed. The data is collected from primary as well as secondary sources. Furthermore, the data collected has been analyzed using Factor Analysis and Regression Analysis.

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Keywords: Green Marketing, Environmental Concerns, Automobiles, Innovations.