Statement of the Problem Environmental issues and concern for the same among the public has guided the emergence of green initiatives. The societal attitude is now changing with a focus on preserving the world and the environment for the generations to come. To match with this societal attitude, many green initiatives have emerged in each comer. The success and sustainability of these green initiatives depends on how the society perceives and adopts the same. Keeping this in mind, the present study is making an attempt to nd the answers to the following: 1. Is there any signicant difference in the consumers' perception of green marketing based on gender? 2. Is there any signicant difference in the level of awareness of Green Marketing based on gender? 3. Is there any signicant difference in the level of willingness to pay for products that use Green Marketing based on gender