Abstract

In the contemporary era of heightened environmental consciousness, green marketing has emerged as a pivotal domain for businesses worldwide. The study was investigating green marketing strategies influence towards consumer attitudes and behaviors’ towards environmental concerns in the Pakistan. Through a comprehensive literature review and empirical analysis, the study delves into green packaging and branding, pricing, green product premiums, eco-labeling, environmental concerns & beliefs effects on consumer behavior. The information was gathered via structured questionnaire from 359 respondents in the Pakistan, with analysis conducted using SPSS-AMOS version 25. The findings reveal significance positive correlations between eco-labeling and consumer environmental attitudes, as well as between green product premiums/pricing and consumer perceptions of environmental responsibility. However, the study notes a negligible impact of green packaging and branding strategies on consumer attitudes. The conclusions emphasize green marketing insights and provide actionable insights for policymakers. However, the study acknowledges that there are limitations, such as sample representativeness, and that further research is needed to develop a greater understanding of consumer behavior in relation to environmental sustainability. Future research directions include broader industry comparisons and qualitative methodologies to deepen insights into green marketing impacts.