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All nations globally are going through domestic and international pressures to become more responsible towards environment and climate change. This makes it imperative for the businesses in these countries to review and revitalize their green initiatives. This study is an attempt to examine the factors that drive the Indian firms to be involved in green initiatives. The findings of the study reveal that higher green ratings corresponded to higher productivity of firms. In addition, green products enabled firms to exhibit higher sales volumes while they charged price premiums. However, firms engaged in green processes were neither able to demonstrate higher sales volumes nor charge price premiums.

Recent years have seen a rapid rise in the number of firms publicly touting the environmental merits of their products or their operational practices. This is driven by the changing societal concern and public discourse around environmental issues. What was once an infrequent conversation has emerged as a moral obligation. While the number of "green" products available in the market has grown, these conditions have also resulted in firms deliberately misleading consumers about their environmental performance or the environmental benefits of their products, a condition commonly known as "greenwashing."

This paper will argue that the urgency to address our rapidly deteriorating environment requires that tangible steps be taken to control incidents of greenwashing. It examines the merits and drawbacks associated with government's taking an active role in the regulation of greenwashing and argues that the current regulatory instruments being used by governments to address greenwashing are not likely to be successful in addressing the problem. Finally, the paper proposes a new regulatory instrument where governments and interested stakeholders work together to collect and disseminate information on sustainable business practices and the impact of goods and service production on the environment.

The pandemic Corona epidemic has had profound implications on supply chains, from raw materials to finished items. Diets, hygiene and general well-being have all been impacted by these changes. Customers’ preferences for eco-friendly and green products have increased as a consequence of food safety concerns, given that the current state of the environment is so detrimental to human health and well-being on a worldwide scale. As a result, customers’ attitudes, perceptions, tastes and purchases are becoming more environmentally conscious. The purpose of green/eco-friendly marketing is to meet customers’ wants and needs while simultaneously conserving the environment and boosting social benefits. This study’s goal is to identify the primary drivers of consumer behavior in the purchase of environmentally friendly goods. Since social media is the most widely used for views, references and product information, this study effort suggests a system based on social media data called machine learning scheme for assessments of factors motivating consumers (MLS-AFMC). Regression analysis and machine learning techniques were used in this study to examine Indian green goods. Furthermore, client preferences and behavior are verified by this study’s findings.