Abstract:
Global wanning and environmental deterioration has become a major concern globally, and is
gaining importance with the increasing awareness of environmental problems and their
repercussions amongst the consumers. Many research studies have been conducted in the past to
analyze the attitude of consumers towards the conservation of environment through changes in
their product preferences and lifestyle. However, most of those studies have been conducted in
the developed parts ofthe world. This research study aimed at exploring the consumers’ attitude
toward green marketing, specifically of FMCG products in Pakistani market. The study entailed
150 respondents, whose responses were analyzed using statistical program SPSS. It appeared that
the consumers in Pakistan have positive attitude towards green marketing of FMCG products.
Moreover, the study also attempted to identify the relationship between the attitude and the
behavior of consumers towards green FMCG products. The results determined that the existence
ofpositive attitude did not fully translate into purchase behavior, however moderate relationship
has been observed. With the usage of results concluded by this research study, researchers may
obtain baseline to direct further in-depth study, while firms may use the data to predict future
consumer behavior to align their business activities to obtain greater market share.
