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Green marketing is the new focus of the industry. It is also called 'ecological Marketing or environmental Marketing'. The evolution of green marketing has three phases. First phase known as 'ecological green marketing' where all marketing related activities were aligned together to identify environment problems and provide remedies for that. Second phase known as 'environmental green marketing' where focus shifted to clean technology that is concerned to pollutions and waste related issues through designing of new innovative product and, lastly the third phase that came into the picture in late 90s and early 2000, known as 'sustainable green marketing' (Peattie 2001). It is playing a changing role to replace the current needs and wants with minimal harmful impact on environment (Delafroozl, D., Taleghani, M., and Nouri.D, 2013). The concept of green marketing takes place in the place of conventional marketing (Ottaman, 1993). In late 1980s consumer awareness regarding green marketing and demand for green products increased (Feldman and Stachler, 1996). Increasing awareness for environment friendly product prompted company to shift towards green marketing and be with it (Vaccaro, 2009). Showcasing environmental sensitivity assumes an indispensable part in understanding shopper needs and fulfil them which drives the manageability of an organization to pick up benefit. To comprehend and fulfil the requirements of customer, it is imperative for marketers to closely watch the focus of buyers towards this direction (Kotler and Keller, 2009). These academicians also argued that marketing has a vital role to be able to answer the needs and satisfy the consumer which in turn affect the sustainability of a company to gain profits. To establish a significant role of marketing, a marketer needs to be able to understand each consumer group. Business is witnessing a serious change in context of environmental responsibility. Consumer, who is more active towards environmental concerns, evolved and become a focus for the company. To overcome the threats like rejection of products by the market or reduce shareholder protection and to gain measurable environmental benefits based on consumer expectation to protect the environment, company has to design new marketing strategy that is Green marketing for these consumer groups (Boztepe,2012; Solomon and Stuart, 1997; Wood, 1991). In present scenario where in one hand, growth and development of industries and their process take place and simultaneously, government plays an active role and made regulatory reforms to protect the environment, on the other hand, organisation are forced them to follow the implications of green contributions. It directs corporate to pay attention towards environmental issues and green management (Mathiyazhagan, k., Govinda et al, 2013). Many functional areas have been identified that has impact on green operations and, Green marketing is one of them. This study aims to examine the mediating role of corporate social responsibility and purchase intention of consumers in relation with green marketing awareness.
According to the latest data compiled in the IQ Air Visual, 2018 World Air Quality Report and interactive world’s most polluted cities ranking, prepared in collaboration with Greenpeace Report, Delhi is the most polluted capital in the world, while Gurgaon, Faridabad, Ghaziabad and Noida is the most polluted city (March 5, 2019, Times of India).