Consumer concern for environment has increased considerably in recent years.With increasing focus on well-being of environment more and more consumers show concern about effects many products might have on the earth. Businesses have now realized that, in future, consumers’ purchase decisions will be based on environmental concern. This has led to development of green products and accompanying use of green marketing. The concern with environmental issues has resulted in a new segment of consumers’ i. e. green consumers. The increase in the environmental concern has resulted in increased demand for green products, a situation which is well exploited by a number of enterprises offering green products and services. Most markets in developed and developing countries including India have been influenced by green consumer behaviour. The present study examines green product purchase behaviour of consumers. The study evaluates consumer response to green marketing strategies in the Indian context. Implications for social marketers, regarding the development of effective green marketing strategies are provided based on the study.