Purpose: The study analyses green marketing concept using ABCD analysis framework and identifies the various determinant issues critical constituent elements. Design: Secondary source of data was referred for literature review focus group method is adopted to evaluate identified key attributes Findings: Identified Advantages factors shows more contribution towards sustainable development. Origi...

Green marketing has been a growing trend in recent years as companies aim to align their business practices with environmental sustainability. This research aimed examine the impact of green strategies—including advertisement, brand loyalty, equity, and innovativeness—to enhance consumer repurchase intention while also investigating moderating effects awareness on these relationships examining ...