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@article{191898,
        author = {JASKIRAT KAUR},
        title = {A Study on the Effect of Green Marketing on Consumer Buying Behavior},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {8359-8363},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191898},
        abstract = {Growing concerns related to environments issue such as global warming, rising pollution, and depletion of ozone layer have significantly compelled government, business houses, general public to change their attitude and consumption pattern. Green marketing is a latest phenomena adopted by business to market and publicity eco-friendly products. This research paper highlights the impact of green marketing on consumer buying behavior by analyzing consumer awareness, attitudes and factors that determines purchasing process. It also put light on barriers such as production cost, greenwashing risk. The findings conclude that green marketing improves business performance by impacting consumer loyalty, trust, attitudes, confidence and also bring changes in environmental practices.},
        keywords = {Significantly, Phenomena, Barriers, Confidence, Greenwashing},
        month = {January},
        }