Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{207289,
        author = {S.NITHYA LAKSHMI},
        title = {THE RIGHT TO KNOW GREEN: CONSUMER AUTONOMY AND ENVIRONMENTAL ACCOUNTABILITY IN INDIA'S DIGITAL MARKETPLACE UNDER THE CONSUMER PROTECTION ACT, 2019},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {3},
        pages = {495-500},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=207289},
        abstract = {Causes such as environmental degradation and climate change are creating an ever-growing awareness to a large part of the public, ensuring high demand for products marketed as being sustainable, eco-friendly, organic and environmentally responsible. Consequently, too many corporations are now seeing environmental claims as a feature in their marketing. Digital markets, influencer marketing, algorithmic recommendation systems, and artificial intelligence advertising have all reshaped the consumer experience when it comes to how they are buying and consuming environmental information. 
The way consumers buy and consume their information about the environment has changed over the years, and with the modern influx of digital marketplaces, influencer marketing, algorithmic recommendation systems, and artificial intelligence, the channels are not going away anytime soon. These innovations have made it easier for consumers to access information, but have also opened the door to a variety of possibilities including environmental claims that aren't based on fact, information asymmetry, and manipulation of customer preferences. In such circumstances, the point of self-determination on the consumer side and the capacity for informed choices that are autonomously made are dimensioned legally as well as ecologically. 
This article takes a look at the Consumer Protection Act, 2019's1 "Right to Know Green" provision as a new facet of consumer rights. It is the position of the paper that consumer agency rests on the ability to access credible environmental data in the digital age. The study explores this intersection of consumer rights and environmental rights by examining the processes of eco-labelling, environmental disclosures, green marketing strategies, and the influence of digital platforms on consumer choices. It then explores the provisions of the Consumer Protection Act, 2019 relating to consumer rights and obligations, deceptive advertising and practices, and unfair trade, with a particular focus on how the Act addresses environmental misinformation. 
The article not only examines modern problems created by the effects of the digital market and new technology, but also focuses on the constitutional basis for the protection of the consumer and environment. The paper highlights the importance of more extensive regulatory frameworks based on sustainable development theories, environmental law, and constitutional law frameworks thinking throughout the world. It concludes that it is needful to have environmentally correct information available to consumers in order to achieve more sustainable purchasing, more consumer agency, and greater progress towards environmental justice in the digital economy.},
        keywords = {sustainable consumption, eco-labelling, green marketing, environmental justice, consumer autonomy, environmental accountability, right to know, Consumer Protection Act, 2019.},
        month = {August},
        }