Abstract: Green Marketing is a phenomenon which has developed importance in the modern market. The development of Green Marketing has opened the door for opportunities for companies. In today’s, business environmentally sustainable development has become a key issue. It is one of the strategies a firm can adopt to achieve customer satisfaction and business sustainability. The study is about green marketing awareness and perception of the customers towards green marketing products. The FMCG sector is one of the fast-growing sectors is concerned about the eco-friendly products. It has created lots of awareness in the mind of customers and make them to have positive attitude towards green products.
The study is to investigate the customers awareness and perception toward eco-friendly product and their willingness to pay for green products. It is also important to know the impact of green marketing practices and purchasing behaviour among the customers.

Keywords: Green products, environmentally sustainability, eco-friendly, and consumer attitudes.

| DOI: 10.17148/IARJSET.2022.9256