Impact of green marketing and environmental awareness on consumer behavior

Abstract

The purpose for this research is to analyze empirically how environmental awareness and green marketing impacts the consumer buying behavior. the model is tested based on the online survey results of 26 individual customers from Lahore city using SPSS. The findings of the research illustrate that environmental awareness and green marketing both influences customers buying behavior. In order for companies to influence consumers to buy their products, must market themselves as eco-friendly. Pakistani has a high demand of eco friendly products. Companies use opinion leaders to associate themselves as eco-friendly products.