Published Paper Details:

The primary aim of this study is to examine the influence of green advertising on consumer purchase behaviour, while also analyzing the impact of environmental literacy and environmental consciousness on buying decisions. Conducting primary research, the study targeted undergraduate, , and postgraduate students of Odisha, India , with a sample size of 100 students. Employing correlation and regression analysis techniques, the research sought to understand consumer responses. The findings reveal that consumer buying behaviour is indeed affected by environmental consciousness. and environmental literacy. Specifically, individuals who possess knowledge about environmental issues and exhibit a greater concern for environmental well-being tend to respond positively to green advertising. Looking ahead, the implications of this study suggest the potential for raising awareness among people about green advertising, thereby encouraging them to purchase products that are not only beneficial for themselves but also for society. However, it's important to acknowledge limitations, such as the study's focus solely on students from Odisha, which was due to time constraints. Expanding the sample size to include the general public in future research could significantly contribute to societal betterment by fostering greater awareness of environmental issues