Abstract:
This study focuses on the significance of green marketing impact on consumer buying
behavior. Four variables which are perception, understanding, preference and trust are
found to be vital in forming consumer buying behavior. The sample size for this research
was 80 respondents; data was collected in Bahria University of Islamabad where the
respondents were both students and faculty. Data was collected through survey method,
Questionnaire was developed which contained 17 questions and likert scale of point 1-5,
1 being strongly disagree and 5 being strongly agree. The results of this study were
positive and were also positively contrast with the previous studies.
