The primary concept behind green marketing is to give customers with knowledge about a product's environmental impact so that they can utilize that information when making purchasing decisions. Companies will be more inclined to manufacture items that are better for the environment as a result of this factor. In order to implement their green marketing strategy, these organizations are interested in determining the factors of green purchase behavior. However, this is a difficult strategy to implement because various studies have shown that environmentally conscious consumers do not necessarily choose ecologically friendly or green items. Changes in consumer tastes, exaggeration of green advertising claims, negative consumer perceptions of green products, and the high expense of manufacturing green products are just a few of the issues these companies confront. Green marketing has become an integral aspect of a company's entire strategy.