Electronic Green Journal

Green marketing has emerged as a crucial strategy for businesses to address environmental challenges and meet the growing demand for green products and services. This paper explores the impact of green marketing on consumer purchasing behavior. The research objective is to identify the factors influencing green purchase decisions and to assess the impact of green advertising on consumer purchasing behavior. A survey was conducted using a questionnaire with a sample size of 200 respondents. The target population consisted of consumers from various supermarkets in Karachi. Data was analyzed using SPSS and Smart PLS. The results show a positive relationship between green advertising, subjective norms, and perceived behavioral control. This study is crucial for organizations looking to adopt green marketing, as it offers a competitive advantage in the marketplace.