With the growing concern for environment, consumers all across the world are looking out for green / environment friendly products. This paper deals with Green Marketing and the factors influencing green buying intentions. To understand the impact, this paper takes into account the different factors influencing the consumer behaviour with the help of Theory of Reasoned Action by Fishbein and Ajzen. These different factors like environmental attitude, environmental concern, social influence, self-image and man-nature orientation ultimately influence the consumers’ green buying intentions.

KEY WORDS: Green Marketing, Marketing, Sustainable Marketing, Consumer Behaviour, Green Buying Behaviour, Consumer Buying Intention