Raising awareness about environmental concerns has resulted in a transformation of consumer habits and attitudinal shift towards embracing a more eco-conscious way of life. People are proactively taking steps to minimize their impact on the environment. Acknowledging this shift in consumer outlook, businesses are vying for a competitive advantage by capitalizing on the opportunities presented by the environmentally conscious market. Both consumers and producers are emphasizing the importance of eco-friendly products. The reflection is in the form of increased demand of products as energy-efficient appliances, naturally sourced foods, chemical free consumables, paper resourced through circularity, and paraben free and phosphate-free detergents and cosmetics. In this research, the notion of green marketing is introduced, delving into consumers' awareness of environmental concerns, their perspectives, inclinations towards green marketing practices, and investigating the connect between different consumer characteristics and the concept of green marketing. The search criteria encompass themes such as green marketing, green purchase intentions, green awareness, environmental awareness, consumer behaviour, and sustainable marketing. Google Scholar serves as the database for extracting articles, covering those listed in both Web of Science and Scopus.

KEYWORDS: Green Marketing, Consumer Behaviour, Awareness, Green Purchase Behaviour, Sustainable Marketing, Environment, Purchase Intentions.