Green marketing has become an important strategy for promoting environmentally friendly products and encouraging sustainable consumption. This study examines the impact of green marketing on consumer purchase behaviour towards sustainable products. Primary data was collected from 35 respondents in Mumbai using a structured questionnaire through convenience sampling. The findings show that most consumers are aware of green marketing and have a positive attitude toward eco-friendly products. Green advertisements, ecolabels, and environmental information influence consumer purchase decisions. However, factors such as price, product quality, and brand reputation also affect buying behaviour. The study concludes that effective green marketing and affordable pricing can increase consumer adoption of sustainable products.