Abstract
Environmental concern, Advertisement and Word of mouth are the important predictor of green purchasing behavior. This study is done to examine the impact of environmental concern, advertisement and word of mouth with green purchase behavior. Green marketing practices are lack in Pakistani market as compare to other countries. There was need to identify the reason of this problem. Findings of our study revealed that environmental concern, advertisement and word of mouth significantly impact on green purchase behavior. Further those different steps should be taken in order to increase the positive word of mouth as this variable can impact more on green purchase behavior as compared to other variables.
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