Evaluation of Consumer Decision Making Influenced by Ethical and Environmental Advertising: A Study Based on Review of Literature

Abstract Ethical and environmental advertising has become increasingly important in influencing consumer decision-making in India. This study examines how ethical advertising such as transparency, honesty, fairness, and responsibility, along with environmental advertising related to sustainability, recycling, green production, and awareness, shape consumer behaviour. in this study we opted descriptive research based on conceptual model. This research is based on review of literature, collected secondary data from various reputed journal and research artical like Scopus, Web of science, JSTOR, Research gate, drawn from various open source data base. Overall, the findings suggest that ethical and environmental advertising plays a key role in promoting informed, responsible, and value-based consumer decisions in the Indian market. Keywords: Ethical Advertising, Environmental Advertising, Consumer Decision-Making.