Vol. 10, Issue 8, Part B (2024)

Abstract
Green marketing, which emphasizes the environmental benefits of products and services, has gained significant attention due to increasing environmental concerns like climate change, pollution, and resource depletion. Businesses and consumers are shifting towards sustainable practices, and green products, designed to minimize environmental impact through eco-friendly materials and sustainable production processes, are central to this change. These products reduce the ecological footprint and attract a growing segment of environmentally responsible consumers. This trend reflects a broader societal move towards sustainability and responsible consumption. In regions such as Sirsa, Haryana, the adoption and perception of green products provide a unique perspective on green marketing's effectiveness. Sirsa's diverse demographic and economic backdrop offers an intriguing setting to explore consumer interactions and perceptions of green products. Understanding consumer awareness and perceptions is crucial, as it influences purchasing decisions and the acceptance of sustainable products. Factors such as cultural attitudes, economic conditions, and local market dynamics play significant roles in shaping these perceptions. Investigating these elements can reveal valuable insights into how well green products are understood and accepted in different regional contexts. Despite the growing emphasis on sustainability, specific factors driving consumer decisions towards green products remain underexplored, particularly in smaller urban centers like Sirsa. This research gap highlights the need for a detailed examination of influences on consumer behavior towards green products. Factors such as price sensitivity, perceived environmental impact, brand reputation for sustainability, and local market availability are crucial in understanding consumer choices. By delving into these aspects, the study aims to provide a comprehensive understanding of the motivations and barriers that affect consumer behavior, offering insights to help businesses and policymakers promote sustainable consumption practices more effectively.