Modern customers are becoming more conscious of these challenges, and businesses are responding by implementing "green marketing" techniques. Creating and promoting items that are considered safe for the environment is referred to as "green marketing. The association between several social media motivational elements and Indian customers' attitudes toward ecofriendly items and readiness to pay a premium price for them is identified and empirically analyzed in this paper. According to the research, six critical social media motivational variables influence consumer environmental concerns: word-of-mouth, interaction, amusement, trendiness, reliance, and trust. Consumers' problems affect their attitude, and the resulting good mood has a significant and advantageous impact on consumers' willingness. Because the construct of willingness to pay more for green items has received substantially less attention in the Indian context, this research takes the initiative to analyze it. In this way, the current study is novel and provides essential information about how social media affects customers' intentions to buy green products concerning their demographic features. Sample of 231 respondents that includes marketers and consumers both were surveyed to know the role and impact of “social media marketing on green consumption behavior”. The study concludes that there is a significant impact of “social media marketing on green consumption behavior”