Vol. 2, Issue 12, Part G (2016)

Abstract
Green Marketing has emerged as a vital component of corporate sustainability strategy in the 21st century. It refers to promoting products and services that are environmentally safe and sustainable. The paper aims to study consumer awareness, perception, and willingness to adopt green products, and evaluates the green marketing practices implemented by firms. A quantitative research method was used with a sample size of 150 respondents through structured questionnaires. The findings indicate a growing positive attitude towards green products, yet highlight key barriers such as higher prices, lack of knowledge, and skepticism about green claims. The paper concludes with strategic recommendations to make green marketing more impactful and consumer-friendly.