The intent of this exploratory research is to perceive the conceptual understanding of green marketing along with adaptive acceptance among corporate in the contemporary era of Indian market. Green marketing refers to the promotion of eco-friendly products that promote sustainability of profit, people and planet. Indian corporates are focused on offering such products to show their commitment to reducing their environmental impact. However, this study highlights that consumers have limited understanding of the concept and provide suggestive recommendations to overcome. The conclusion outlines potential future research directions and its implications for marketers of eco-friendly products in developing their marketing tactics.

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Keywords: Green Marketing, Eco-Friendly Products, Consumer Awareness, Green Practices.