Prevention of pollution and degradation of the environment has been a global concern. In order to explore the influence of the traditional marketing-mix elements, satisfaction and lifestyle on the attitude and purchasing intentions of consumers of green products, specifically Fast Moving Consumer Goods (FMCG), the present study has been undertaken to understand the concept of green marketing and to identify which factors play an important role in influencing consumers to purchase green products. The data for the study has been collected through an administered questionnaire from a sample size of 119 from Delhi NCR region. Random and convenient sampling was administered in the study. The reliability of the questionnaire as a whole is 0.935. It can be seen that maximum awareness regarding green marketing lies with the age group of between 18 and 24 years, followed by 25 and 34 years. Factor analysis was performed to reduce these impact variables into five factors. The main five factors which emerged from factor analysis are environment friendliness, positive inclination towards green products, social appeal, accessibility and green marketing elements. Positive inclination towards green products showed a greater influence among all of the factors, which indicates that marketing managers should concern themselves with the superior value of the eco-friendly products. Our study shows that consumers are influenced by earlier levels of satisfaction and advertising. So managers should not only continue with eco-friendly promotion campaigns but also adopt more green displays in supermarkets in order to create intention because people with income buy more products based on unplanned decisions.

With the growing awareness of the devastating effects of environmental degradation caused by obliteration of natural resources, green marketing has made its way into the minds of consumers and corporates the world over. Even though, green marketing is not a completely new phenomenon, the emergence of green consumerism and socially-conscious consumers are strong indicators of the green movement (Sivadas, 1997; and Menon et al., 1999). Likewise, companies are slowly introducing green marketing into their business practices by reducing the impact of production, manufacture and energy usage on the environment (Grant, 2008).

Marketing Management,Prevention of Pollution, Degradation of the Environment , Fast Moving Consumer Goods, Green Consumer, Purchase Behavior