Abstract
This study focuses on a literature review examining the factors affecting green purchase behavior among undergraduate students. In the modern world the latest technology adaptation, allows consumers to be exposed to such information about product quality and benefits to them and society before going to purchase and consume it. Therefore, many governments and manufacturers take proactive actions by producing more green and environmentally friendly products. With aggressive marketing strategies in targeting pro-environmental consumers, especially the younger generation. However, it could be one opportunity to study among undergraduate students as part of the younger generation who are commonly educated, this group could be a significant group for pro-environmental consumers. There are several factors could be studied such as environmental concern, perceived consumer effectiveness, environmental knowledge, attitude toward green products, willingness to pay, and green purchase intention. This conceptual analysis study can pave the way for developing a framework and further research analysis.
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