Impact of Green Advertising on Consumer Purchase Behavior

Purpose: The main intension to write this paper is to determine the impact of green advertising on customer purchase behavior and analysis the affect of Ecoliteracy and environmental concern on consumer buying behavior. Methodology/Approach: we collect primary data the target population for the study was the undergraduate, graguate and post graduate students of Islamia University Bahawalpur Pakistan. Sample size was of 384 students. We apply co-relation and regression test techniques to find out consumers responses. The finding of our research shows that consumer buying behavior is influenced by environmental concern and Eco-literacy. Findings: The findings of our research shows that consumer buying behavior is influenced by environmental concerns and Ecoliteracy It means those consumers who have knowledge about environmental issues and those who are more concerned about environmental betterment will positively respond toward green advertising. Future Implications and limitations: The study will be helpful for creating awareness in people about green advertising and convincing them to purchase those products that are beneficial for themselves and for society as well. our sample size is only students of Islamia university due to time constraints but ,if in future general public is considered as sample size then it will positively contribute for the betterment of the society by creating conciseness about environmental issues.